After experiencing a 7 percent increase in sales between 2011 and 2012, ethnic hair care brand SoftSheen-Carson is looking to continue broadening its brand proposition and its consumer base.
“Going from a niche, relaxed [hair] focused consumer base and increasing our multiethnic outreach are big focuses of ours,” said Nicole Fourgoux, vice president and general manger of L’Oréal-owned SoftSheen-Carson. “Our consumer is highly engaged in the category, but she is still underserved. We saw an opportunity to offer innovation customized to her needs.”
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