Post recession, even the mature cosmetics markets of the developed world have seen a return to growth. However, the pace could at best be described as modest, with product innovation proving a very stimulus. The position is different in Latin America, which, growing over four times faster than developed markets, leads growth across the emerging regions. Here, rising incomes and cultural change are facilitating make-up use by more (usually younger) women, as well as greater frequency of use.
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