By  on August 26, 2011

NEW YORK — Armed with demographic studies and real point of sale data, major mass merchants are tweaking merchandise assortments to serve the varying complexions of America. Where chains used to offer only cosmetics choices for women of color, they are now branching into skin care, too.

Wal-Mart and Target have been at the forefront of that move and most recently merged a quest to offer diverse products with another huge industry trend — the effort to offer dermatologist-quality skin care. Both discounters are stocking a new line called Specific Beauty, a derm-created collection from Dr. Heather Woolery-Lloyd, the director of ethnic skin care at the University of Miami who also has a practice in Miami. Her products are in select Target and Wal-Mart locations based on the demographics of the stores.

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