L’Oréal has a new guy in its corner helping the beauty powerhouse understand the male point of view.
Men’s hair- and skin-care brand Baxter of California certainly wasn’t one of L’Oréal’s splashiest or biggest acquisitions, but it may have an outsized impact on the company’s future. Estimated by industry sources to have generated $3 million in annual sales when it was bought in December 2012, the same year L’Oréal made headlines picking up Urban Decay, Cadum and Vogue, Baxter of California has quietly given L’Oréal a foothold in an aspirational, trendsetting segment of the men’s personal-care market and provided valuable insight on what’s driving men’s grooming choices.
"I think that all anyone really wants in life is to have people understand us for who we actually are, despite everything," says Ruth Negga. The actress talks "Preachers" season 2 and more on WWD.com. #wwdeye (📷: Dan Doperalski)
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