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Western Brands Are Losing More Ground to Cheaper Chinese Rivals

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China’s growing consumer frugality has led to yet another quarter of sluggish earnings for some global brands, but turbocharged growth for their local rivals.

A day after L’Oréal SA posted disappointing quarterly sales that suggested China was a major drag on earnings, Hangzhou-based Proya Cosmetics Co. Thursday reported a 21 percent jump in sales and profit during the three months ended September.

The Chinese company’s performance shows that its relatively affordable products and…

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