NEW YORK — At a time when major brands such as Revlon and Max Factor are scrambling for shelf space, a smaller contender is gaining footage in several major chains.

Prestige Cosmetics, based in Deerfield Beach, Fla., now occupies prime real estate in all 3,818 Walgreens stores across the country. The brand is also being used by regional powerhouses such as May’s and Kinney Drug to differentiate their stores from competitors. And New York’s number one drug chain, Duane Reade, has just upped the footage in all of its stores. Prestige is now sold in close to 11,000 doors.

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