Hoping to avoid split ends

A couple of weeks ago, news surfaced that P&G would be taking another jump into the luxury end of the hair care market by purchasing...

A couple of weeks ago, news surfaced that P&G would be taking another jump into the luxury end of the hair care market by purchasing Frederic Fekkai. Back in the 1980s P&G acquired Vidal Sassoon, and by 2003, it was sued by Mr. Sasson who alleged it had basically ruined the brand. Nevertheless, P&G expresses confidence that Fekkai's brand will fit in perfectly with its existing hair care lines, among them Pantene and Clairol.

"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."

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in