Brynwood Plans Alberto VO5 Revival Following Spin-Off From Unilever
This article was originally published in The Rose Sheet
Private equity firm Brynwood Partners VI L.P. plans to “refreshen” the Alberto VO5 and Rave brands following its purchase of the hair-care collections from Unilever, according to Managing Partner Dario Margve.
You may also be interested in...
Scandalized Londoners take complaints about a MAC VIVA glam ad, featuring Miley Cyrus, to the Advertising Standards Authority; High Ridge Brands grows its hair-care portfolio with the acquisition of Salon Grafix; the American Society for Aesthetic Plastic Surgery says patients must be educated about stem cell-based cosmetic claims. More news in brief.
Brynwood Partners’ High Ridge Brands aims to “revitalize” White Rain personal-care brand via “new and innovative value-oriented products” following its acquisition from Sun Products Corporation. White Rain joins a slew of personal-care brands the firm has picked up over the last 18 months.
High Ridge Brands, which picked up the Alberto VO5 and Rave brands from Unilever last summer, aims to reinvigorate another “lower-middle-market” brand – the Coast cleansing franchise – purchased from Henkel subsidiary The Dial Corporation.