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?????????Main competitors (Oil of Olay, Pond's and, Nivea) were situated in the HBA aisles of the stores while Plenitude products were merchandised in point of sales in the cosmetics' aisles next to L'Oreal cosmetics where the consumer is looking for cosmetics not skin care...
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The skin care consumer is in the HBA aisles!
?????????Too many product types were launched at the same time with little differentiation and too much technology for the consumer to understand and digest.
?????????Cleansers were launched as a complement to the Plenitude line as a response to competition, yet cleansers did not fit with the overall differentiation through technology positioning of the brand...
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General points of the essay
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