The Redken City Beats campaign.

L’Oréal USA’s SalonCentric is buying assets from Four Star Salon Services that will help it expand salon distribution in New York, New Jersey and Connecticut.

SalonCentric, L’Oréal’s professional salon distribution business, will add about 3,500 salons through the deal, as well as 11 stores and field positions. The deal has not yet closed.

A L’Oreal spokesman said that the transaction gives L’Oreal access to salons in Manhattan, enabling the business to work with celebrity stylists. The 3,500 new salons join 14,000 regional salons that L’Oreal already distributes to.

“This acquisition will enable us to further expand SalonCentric and the brands we carry into a key market,” said Bertrand Fontaine, president of SalonCentric. “We will increase our footprint in the Northeast, while sharing the SalonCentric experience — including quality education, extensive in-salon support and an elevated customer experience in SalonCentric stores — with a new community of beauty professionals.”

L’Oréal created SalonCentric in 2008 to distribute a handful of hair-care brands: L’Oréal Professionnel, Matrix, Mazani, Moroccanoil, Olaplex, Pravana, Pulp Riot, Pureology, Redken 5th Avenue, Sam Villa, Sexy Hair, Surface Hair, L’Anza and others. Reed Smith LLP advised SalonCentric on the deal.

This isn’t SalonCentric’s first move to shore up distribution in the Northeast. Back in 2012, the business acquired Emiliani Enterprises Inc., a hair product distributor, for the same purpose. In 2016, L’Oréal USA added assets from Raylon Corp. to expand distribution in Pennsylvania, New Jersey, Delaware, Maryland, West Virginia and New York.

L’Oréal’s latest purchase follows a handful of other recent acquisitions. In 2016, the business agreed to pay $1.2 billion for makeup and skin-care brand It Cosmetics, a deal that helped the business gain access to the QVC channel. L’Oréal also recently bought CeraVe, Ambi and Acne Free, as well as Atelier Cologne.

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