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L’Oréal announced its subsidiary The Body Shop has finalized the acquisition of 51% of Brazil’s Emporio Body Store. This followed the approval of the Brazilian Anti-Trust Authority CADE of the transaction. The deal, originally announced in October 2013, still includes the option of The Body Shop increasing its shareholding to 80% by 2019.
Emporio Body Store locations throughout Brazil aim to engage shoppers with sensorial products such as creams with intense fragrances and pleasant textures and handcrafted soaps, as well an emporium-type atmosphere that helps the products tell stories of the origins of their ingredients and the concepts of each line.
Beauty retail in Brazil experienced a more focused interested in 2013. In July 2013, perfumery retail chain Água de Cheiro formed an association with Brasil Beauté, a company founded by American and Brazilian investors focused on luxury brands. The new associates took over management of Água de Cheiro and hold a majority stake in the new venture, and insight on that investment can be read about here.