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An improvement of a known two step cyclization procedure, affording 4-aryl-3-hydroxy benzoic acid derivatives from 3-aryl-2,3-unsaturated aldehydes and dimethyl succinate, is described. The high versatility of the synthetic procedure is shown, as the aryl substituent can be a benzene or naphthalene moiety, or an heteroaromatic ring. It can be applied iteratively to prepare p,p -oligophenyl derivatives.