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Revlon's African Pride buy offers A.P. Products international opportunities.

This article was originally published in The Rose Sheet

Executive Summary

REVLON A.P. PRODUCTS BUY GIVES FIRM 10% OF ETHNIC HAIR CARE MARKET with the addition of the African Pride, All-Ways Natural, Ginseng Miracle and 911 ethnic hair care brands, Revlon said June 8. Citing A.C. Nielsen data, Revlon noted the acquisition of New Rochelle, N.Y.-based A.P. Products will more than double Revlon's 4.4% market share in the ethnic hair care category and provide a natural mechanism for growth. The cosmetic company's current ethnic hair care portfolio includes the Creme of Nature, Realistic, Fabulaxer and Lotta Body brands. Revlon's choice to pursue the acquisition of the niche company reflects the strength of A.P. Products' "solid management" and position in the market. Terms of the acquisition of privately held A.P. were not disclosed.
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