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Soft Sheen to gain international expansion support under L'Oreal.

This article was originally published in The Rose Sheet

Executive Summary

L'OREAL SOFT SHEEN ACQUISITION GIVES COMPANY ETHNIC HAIR CARE PRESENCE; with the purchase of one of the largest U.S. ethnic hair care companies, L'Oreal will gain an immediate position at the top of the category. The transaction "creates strategic growth opportunities in ethnic beauty" and allows the firm to "expand its reach to black people globally," L'Oreal said. Terms of the deal, announced July 1, were not disclosed. Under the agreement, which was completed the day of the announcement, L'Oreal, S.A., through its U.S. subsidiary Cosmair, acquired 100% of Chicago-based Soft Sheen.
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