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Beautology adds Salon Selectives

This article was originally published in The Rose Sheet

Executive Summary

Premium hair care marketer Beautology Brands Company acquired Salon Selectives hair-care brand from Helene Curtis Industries, firm says April 15. Beautology plans to revitalize the classic brand to fill a niche in the "salon value" segment in mass retail. Project builds on Salon Selectives' heritage as the first hair brand to promise "salon-beautiful" hair from a home-use product, according to the firm. Brand was beloved for its brightly-colored packaging, green apple fragrance and "just stepped out of the salon" jingle, which Beautology will refresh for today's beauty marketplace. "Salon Selectives' well-established brand awareness is invaluable as this brand can serve as an affordable indulgence that will draw past customers back to rediscover a more carefree time and entice new consumers to experience the quality, budget-friendly mix as well," said Stuart Straus, CEO and president of Beautology. The key is to modernize the collection but maintain the "timeless element of quality and value that resonates in today's tough economic times. This is absolutely the right time, right price, and right brand," he added. Terms of the deal were not disclosed
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