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Benefit Cosmetics LLC

Venerable skin care brand Erno Laszlo, which is named after the Hungarian dermatologist whose heyday was in the Sixties, is aiming for the Web in a big way.

The 81-year-old brand has launched a new e-commerce site,, which is designed to be modern and more navigable to attract a younger audience.

“The old site was for hardcore users, but for new visitors coming on, it was difficult to navigate,” said Kim-Van Dang, a consultant for the New York-based brand. “We blew out the old site and started over.”

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