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.
You may also be interested in...
Soft Sheen Breakthru Addresses Processed, Overstyled Ethnic Hair
Soft Sheen Breakthru ethnic hair maintenance products address the issue of hair breakage due to excessive processing and frequent styling, the L'Oreal subsidiary said. The four-SKU collection is slated to bow in May.
Soft Sheen Breakthru Addresses Processed, Overstyled Ethnic Hair
Soft Sheen Breakthru ethnic hair maintenance products address the issue of hair breakage due to excessive processing and frequent styling, the L'Oreal subsidiary said. The four-SKU collection is slated to bow in May.
Cosmair/Carson Leads U.S. Ethnic Hair Care Category With 33% Share
Cosmair's acquisition of Carson will elevate the L'Oreal U.S. subsidiary to the top spot in the domestic ethnic hair care market with a 33% hold.