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To successfully enter a new country, beauty companies need to be aware of the retailing and economic conditions as well as the needs of the consumers in that country. US-based skin care company First Aid Beauty (FAB) is a successful example, performing well in the ultra-competitive South Korean beauty market. FAB markets its products as medicated and safe for skin which appeals to South Korean women who purchase dermo-cosmetic brands such as Avene. FAB also promotes their products as hot-selling in the US, providing extra cachet. FAB sells its products in local Korean health and beauty retailer Olive Young, which promotes to young Korean women.
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