MERCADEO Versión en español
L’Oreal launches new multicultural division with the acquisition of Carol’s Daughter
Patricia Molina| 19 de noviembre de 2014
Carol's Daughter es un producto para cabellos, cuerpos y pieles multiculturales
The beauty giant confirmed the acquisition of the multicultural brand with new plans to continue its current leadership making full use of their expertise in the field of multicultural beauty.A week after the rival company, Estée Lauder, signed an agreement to buy the perfume company Le Labo; L’Oréal announced that it has also signed an agreement to acquire a small brand with great potential: Carol’s Daughter, for hair, body for multicultural skins making the difference using natural ingredients.The purchase represents an important move, as it is an investment to appeal to a customer of different races. In fact, President and CEO of L’Oréal USA, Frédéric Rozé, said so in a statement: “This acquisition will enable L’Oreal USA to build a new segmentation dedicated to the multicultural beauty as part of our business consumer products, and thus strengthen the company in this dynamic market.”Registering sales of US $ 27 million last September, Carol’s Daughter could be small compared to the millions of dollars in business for L’Oréal, but the buying could mean another starting point for a division that the company is planning clearly and intelligently to develop with time. Carol’s Daughter, founded in 1993, will remain operating under the same management at its headquarters in New York.
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