BEAUTY CARE

Regis announces acquisition plans for PureBeauty and BeautyFirst

BY Antoinette Alexander

MINNEAPOLIS The competition within the beauty industry is stepping up a notch as Regis Corp. announced plans to acquire PureBeauty and BeautyFirst salon operations—a move that will enable Regis to transform its Trade Secret stores from a retailer of professional hair care products to a boutique also offering skin, cosmetics and bath products.

Regis currently holds a 19.9 percent equity interest in PureBeauty and BeautyFirst. The deal is expected to close in February.

“Our customers have told us they want more than professional hair care products and, with today’s increased competition and diversion issues, it is critical that we execute on the transformation of Trade Secret to a beauty boutique,” stated Paul Finkelstein, chairman and chief executive officer of Regis Corp.

The company plans to rebrand most of its Trade Secret locations to PureBeauty and most of its Beauty Express locations to BeautyFirst. It will combine the “best of all of our brands, bringing together PureBeauty’s and BeautyFirst’s strength in skin, cosmetics and bath with Trade Secret’s existing professional hair care platform and exceptional real estate,” noted Finkelstein.

Steve Hudson, president and chief executive officer of PureBeauty and BeautyFirst, will become chairman of the division and will be responsible for the strategic oversight and execution of the transformation plan.

PureBeauty and BeautyFirst operations consist of 63 company-owned locations and 51 franchise locations operating in 20 states. Consolidated annual revenues total about $65 million. Including the sales of franchisees, system-wide sales are about $110 million.

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BEAUTY CARE

Sunsilk launches campaign aimed at inspiring women

BY Antoinette Alexander

CHICAGO Unilever’s Sunsilk brand is looking to reach women through its new “Life Can’t Wait” campaign that will broadcast during the Super Bowl XLII on Feb. 3.

The campaign, which aims to inspire women to live their own lives to the fullest, features iconographic females Madonna, Shakira and Marilyn Monroe.

“We’re proud to unveil a powerful global campaign that features three truly inspirational icons,” stated Stan Cook, vice president of U.S. hair care operations for Unilever. “They’re celebrated not only for their accomplishments but for living with passion and urgency as well as having the confidence to take leaps of faith, with their lives and their looks. Our hope is to inspire a new generation of women to do the same.”

The campaign, created by DeGrippes Gobe in Paris, was born from the global insight that hair, more than any other physical attribute, plays a crucial role in a girl’s power of transformation and self-expression. It is based on research conducted in six countries with 3,000 women.

Following the Super Bowl, the campaign will rollout worldwide, premiering in countries including India, Brazil, Thailand and Mexico. In addition, beginning on Feb. 4 the campaign will have a presence on marquee billboards in New York, Los Angeles and Chicago. It will also be support by homepage takeovers on such Web sites as AOL, TMZ.com and MySpace.

In addition, starting Feb. 1, women can visit www.lifecantwait.com to post their “Life Can’t Wait” moments. A selection of global winners, including one from the United States, deemed the most inspiring will become international Sunsilk icons, and will present the United States in the global campaign.

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P&G introduces Perfect 10 with AminoGlycine

BY Antoinette Alexander

STAMFORD, Conn. Procter & Gamble is looking to revolutionize the at-home hair color industry with the March launch of its new Perfect 10 by Nice ‘n Easy.

After 10 years in development at four research centers and with 18 filed patents, P&G Beauty developed AminoGlycine, a new lightening system that, according to P&G, is more efficient and effective than the conventional lightening system using in colorants today. The product promises to deliver high speed, high gloss, permanent color in 10 minutes.

“Up to now, women always had to compromise when coloring their hair,” stated Dr. Frauke Neuser, principal color scientist for P&G Beauty. “Perfect 10 by Nice ‘n Easy is the first true breakthrough that delivers on all aspects of product performance—brilliant color results, reduced damage and a great usage experience. It’s the new AminoGlycine lightening system—the heart of any colorant product—that has allowed us to transform home hair color. This breakthrough will dramatically shape the future of the category.”

According to P&G, it is the biggest home hair color innovation since Clairol introduced its first home hair color kit in 1956.

Perfect 10 is available in 15 shades, including Butterscotch Boom, Beeline Honey, Whirlwind Blonde and Espresso on the Double. The recommended retail price is $13.99.

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