Key Takeaways
- L’Oréal has acquired Color Wow, enhancing its presence in the professional hair care market.
- Color Wow is recognized for its effective salon products and strong digital partnership with stylists.
- The acquisition aligns with L’Oréal’s strategy for growth in the lucrative hair care category.
L’Oréal Acquires Color Wow to Expand Professional Hair Care Offerings
L’Oréal has announced its acquisition of Color Wow, a prominent player in the professional hair care industry, although financial details of the deal have not been disclosed. This strategic acquisition aims to bolster L’Oréal’s ambitions in the rapidly growing hair care sector, which was highlighted as the second fastest-growing category for the company last year, following fragrance sales.
The acquisition aligns with L’Oréal’s recent purchase of Medik8 in June, showcasing a focused effort to expand its portfolio in professional beauty brands. Reports from Kline have included Color Wow among top-performing brands such as K18 and Keune, underscoring its reputation in the market. The brand has thrived by emphasizing performance-driven product claims and maintaining a strong partnership with salons. These brands are noted for providing educational content and digital tools to help stylists enhance their offerings.
Color Wow has established a solid presence in the U.S. and U.K. since its founding by Gail Federici in 2013. The brand has seen rapid growth driven primarily through salon channels, selective distribution, and e-commerce platforms. Its product lineup focuses on addressing issues like frizz control and volumizing hair, with standout products such as the XL Bombshell Volumizer and Dream Coat securing a loyal customer base.
Omar Hajeri, the president of L’Oréal’s Professional Products Division, expressed enthusiasm about the acquisition, stating, “As a premium hair care brand, with high levels of proven efficacy at an accessible price point, this acquisition will give us an increased foothold in hair care and in the styling category.” He indicated a strong belief in Color Wow’s potential for global influence and success.
Gail Federici, the founder of Color Wow, welcomed the acquisition as a significant opportunity for the brand and its team, expressing optimism that joining forces with L’Oréal, the world’s leading beauty company, would lead to ongoing innovation and success. This merger signifies not just an expansion of product offerings but also a commitment to supporting stylists and enhancing the overall salon experience, reinforcing Color Wow’s status as a vital player in professional hair care.
L’Oréal’s strategy reflects an understanding of current market trends, where performance-centric and stylist-friendly brands are achieving notable success. By integrating Color Wow into its portfolio, L’Oréal aims to further establish itself as a leader in the competitive landscape of hair care products, placing a strong emphasis on proven results and accessibility for both professionals and consumers alike.
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