By  on February 19, 2010

SoftSheen-Carson is celebrating its 10th anniversary this year, and the leading firm of ethnic beauty products is doing what it can to reinforce its image in the market. Beginning this month, stores will begin to display specially crafted posters at shelf, including educational materials, to reinforce SoftSheen’s corporate identity as the global leader in hair care for people of color. The creative elements will be used in both retail chains and beauty and barber stores, the $250 million division of L’Oréal USA said.

While the mass market is showing flat sales industry-wide, SoftSheen acknowledged there are opportunities to drive growth in beauty and barber stores and also in dollar stores. Products in smaller sizes are key, as they present a more affordable option, said Angela Guy, senior vice president, general manager, SoftSheen-Carson.

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