Creating an entrepreneurial partnership

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Introduction Cosmetics is a huge and fast growing industry comprising fragrances, traditional cosmetics, beauty and skin-care preparations as well as many different hair care and toiletry products. These are sold in a variety of ways: through Boots department stores, supermarkets, pharmacies as well as other outlets and direct sales. Brands play a key role within this industry. Through names, terms, signs or symbols, brands provide a product with an identity. Consequently, the product is perceived according to the various qualities, strengths, characteristics and attributes the…

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