Kiehl's shifts from luxury pricing in Europe

12/20/2012 | Bloomberg Businessweek

Kiehl's beauty products are seen as an affordable luxury in the US, but they've been positioned and priced as high-end in Europe since the brand was acquired by L'Oreal in 2000. The strategy worked until Europe's economy faltered; now, L'Oreal has taken the unusual step of cutting prices, a move that could tarnish the brand's upscale cachet, some analysts caution.

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