Skin care remains the most important category in the global beauty and personal care market, accounting for a 23% share of total value sales in 2010. It is set to be by far the fastest growing and largest. beauty category, exceeding US$100bn by 2015. As a result, it will remain the category of choice for companies looking to diversify and strengthen their product portfolios. Done well, the tactic can really pay off. However, the marketplace is heavily saturated, and simply adding another 'one size fits all' brand to the mix and hoping for the best is highly unlikely to achieve the desired results in terms of attaining a strong global reach. There are certain key strategies that have proved most successful in global skin care, offering a variety of price points and building a necessity positioning.
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