"The channel that was missing was the prestige channel," said Francine Gringas, director of P&G beauty external relations. "Now our portfolio is complimented by this acquisition, providing more products for more consumers in more channels with the added benefit of salons."
And what about the Fekkai brand?
"That's the magic of the brand - the name," said Gringas. "[It] brings prestige, a cutting edge and trendsetting reputation, and industry knowledge. Then think about P&G's core strengths - branding innovation, go-to-market capability around the world, [and] the consumer knowledge we gather. The sum will be greater than if the two didn't have each other."