Process for preparing benzoic acid esters and intermediates thereof

A process for preparing a compound of formula (I), a pharmaceutically or a cosmetically acceptable salt thereof, or a stereoisomer of any of them or mixtures thereof,

• wherein:
• R′ is selected from the group consisting of H;
• (C1-C6)-alkyl, and (C3-C6)-cycloalkyl;
• R1, R2, R4, R5, R6, R7, R9, and R10 are a radical independently selected from the group consisting of H, hydroxy, amino, (C1-C6)-alkyl, (C1-C6)-alkoxy, C1-C6)-alkylamino, and (C1-C6)-dialkylamino;
• and
• R3 and R8 are independently selected form the group consisting of (C1-C6)-alkyl, (C1-C6)-alkoxy, hydroxy, amino, (C1-C6)-alkylamino, and (C1-C6)-dialkylamino;
• the process comprising a step of reacting a compound of formula (II) or an appropriate salt thereof;
• wherein:
• R′, R1-R10 are as defined in compound of formula (I);
• and X is a halogen selected from the group consisting of Cl, Br, and I;
• with a non-nucleophilic strong base, in the presence of an appropriate solvent.