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Zhen Asian cosmetics firm expanding presence in retail market with move to J.C. Penney.

This article was originally published in The Rose Sheet

Executive Summary

ZHEN ASIAN-TARGETED COSMETICS DEBUTING IN 33 J.C. PENNEY DOORS as a mid-market prestige line, St. Francis, Minn.-based Zhen said. Distribution for the 25-product cosmetics line and 10-item skin and body care collection will kick off in the Los Angeles market to capture the "high Asian concentration in California," Zhen said. The line is debuting now in 24 J.C. Penney California doors in addition to four doors in Washington state, three in Hawaii, one in New Jersey and one New York state outlet. The company hopes to expand into 75 J.C. Penney doors by the end of the year and is in discussions with additional accounts in the U.S. and Canada.
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