To prevent startups and fresh brands from taking away market share, Coca-Cola and L'Oreal have taken to acquiring some small brands and imitating others. Coke runs a Venturing and Emerging Brands group that manages and acquires brands such as Honest Tea and Zico, and L'Oreal has moved into e-commerce with its Em Cosmetics that are sold almost completely through video blogger Michelle Phan.

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