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SHANGHAI -- When Chinese celebrity Yue-Sai Kan launched her eponymous beauty line in 1992, she always envisioned it as a global brand for the millions of Chinese women around the world. Now, under the brand's new parent, L'Oreal, that dream is about to be realized.
L'Oreal officially relaunched Yue-Sai, a cosmetics and skin care line that specifically targets Chinese features, last month. Company representatives unveiled several new products to the local media -- as well as an advertising campaign featuring a new brand spokesperson, Chinese actress Shu Qi -- and reaffirmed their intent to take the Yue-Sai brand beyond China and make it available to Asian women abroad.
The event was the first official introduction of the Yue-Sai brand under L'Oreal since the company acquired it in early 2004 from Coty Inc., which had owned the brand since 1996. L'Oreal, whose sales in China nearly doubled last year to roughly $360 million, is hoping that a...