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Skin care is now the beauty industry's largest category, accounting for a quarter of the market, but growth has begun to cool in recent years. The price paid by L'Oreal "looks high," but the deal "will clearly strengthen the position of L'Oreal's Active Cosmetics division in the U.S.," said Hermine de Bentzmann, an analyst at brokerage house Raymond James in Paris. She added that the deal would double the unit's revenue in the North American market, where it made only 12% of its sales in 2015. L'Oreal shares fell 0.26% to EUR171.35 ($181.17) in midday trading in Paris. CeraVe offers a range of skin-care products including cleansers, moisturizers and sunscreens, as well as a baby line. It is one of the fastest-growing skin-care brands in the U.S., averaging 20% annual growth over the past two years, L'Oreal said. L'Oreal said the three brands would stand alongside the likes of Vichy, La Roche-Posay and SkinCeuticals in its Active Cosmetics division, which has been growing in recent quarters, boosted by strong performances in North America and Latin America. L'Oreal's Ms. Liberman said the company would first look to increase sales of the brands in the U.S., particularly by working with dermatologists and other doctors who would recommend their products. "Considering the importance of health--not only in cosmetics but also in food and other industries--these brands should continue to grow strongly in years to come," she said. For Valeant, the sale is part of new Valeant Chief Executive Joseph Papa's efforts to focus the company on its key franchises by selling noncore assets or milking them for cash to pay down $30 billion in debt.

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