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The hair care category weakened from 5.5 percent in 2012 to 4.9 percent in 2013 but still performed better than other categories in beauty and personal care such as skin care and colour cosmetics. This resistance to market challenges is due to hair care’s increasing penetration of emerging markets such as China, Brazil and India and new frontier markets such as Turkey, Indonesia and Iran. Brazil remains the most dynamic market, accounting for 20 percent of global hair care growth in 2013 due to an increasing competition from local players.

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