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Beauty Byte: Procter & Gamble Buys Fekkai

Beauty Byte: Procter & Gamble Buys Fekkai


The beauty bigwigs at Procter & Gamble just scooped up a fine Frenchman's haircare line. It was just announced that P&G has purchased the Frédéric Fekkai brand. There aren't many details yet, but here's what could happen because of the deal:

  • Fekkai products in more stores: Right now, Fekkai is stocked at fancypants places such as Neiman Marcus and Sephora. Don't be surprised if the line expands into a few more stores and gets better counter space in existing ones.
  • More advertisements: P&G has the budget to create lavish, pricey ad campaigns. Until now, Fekkai's growth has been due to editorial mentions. Will we start to see print advertisements?
  • Celebrity endorsements?: I think this idea is a stretch, but you never know. Frédéric Fekkai does a lot of A-list hair. And just as Cate Blanchett is the face of SK-II (also owned by P&G), perhaps another refined celebrity would fit with the Fekkai brand. Again, I think it's pretty unlikely, but time will tell.

By the way, Procter & Gamble owns many more beauty companies. If you think you can guess which corporate behemoth owns certain brands, take this quiz to test yourself.

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