By  on March 18, 2010

LOS ANGELES — About two-thirds of Americans shop at Wal-Mart, but Alisa Marie Beyer, founder of research and branding firm The Benchmarking Co., said during a Beauty Industry West meeting that brands still do not grasp how much the big-box giant and its customers transform the beauty and personal care retail landscape.

This story first appeared in the March 18, 2010 issue of WWD. Subscribe Today.

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