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USA Today reports that “Kroger is making a big push into the beauty business, this summer more than doubling its number of store-brand cosmetics, shampoos and other items while preparing to launch more products this fall and next year.

“The move by the nation's largest traditional grocer underscores how supermarkets, buoyed by the recession's lift to store brands, are aggressively expanding beyond food and drinks. Kroger says it's had double-digit percentage increases in sales during the slow, almost-quiet rollout of the Mirra beauty line that began last October.
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