With M.A.C., Estée Lauder Enters Emerging Markets
When Estée Lauder opened a store selling M.A.C. makeup in Lagos, Nigeria, in February, it didn’t have much company. While the country is Africa’s largest oil producer, 68 percent of Nigerians live on $1.25 or less a day, according to the World Bank. Yet going where rivals aren’t is standard operating procedure for the 29-year-old cosmetics line. M.A.C. has long courted various ethnic groups, including black Americans, and Estée Lauder sees the brand as the key to unlocking growth in emerging markets.
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