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Beauty Trends at Wal-Mart

A Look at Who's Shopping Wal-Mart's Beauty Aisles

Wal-Mart is already a go-to spot for a lot of household goods, but one study suggests it may be taking a bigger role in the world of beauty. WWD reports on a new study by researching firm The Benchmarking Company, which surveyed more than 2,300 women to gauge their opinions of the store's beauty shopping experience.

Among the findings: 73 percent of the participants shop for personal care products at Wal-Mart, and more than half do so because of low prices. Olay, Cover Girl, Suave, and Maybelline are some of the more popular brands among these shoppers. One beauty genre, however, isn't doing so well at Wally World. The study shows that shoppers are "confused" by natural and organic products, and 70 percent refuse to pay more for them. Why does this matter for beauty brands? Because 200 million people shop at Wal-Mart each week. Are you one of them, and do you stock up on your grooming essentials there?

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