Already have an account? Sign in.

 Remember Me | Forgot Your Password?

Procter & Gamble To Acquire Walker & Co.

December 12, 2018: 12:00 AM EST
Walker & Company Brands, which makes health and beauty products for people of color, announced it will be acquired by Procter & Gamble for an undisclosed amount. The company’s brands include grooming line Bevel, targeting men with coarse or curly hair, and FORM Beauty, a hair care line for women with textured hair. The brands are primarily sold direct-to-consumer, but Bevel can also be found in Target stores, and Sephora stocks Form Beauty products. Bevel has taken a different approach to marketing Dollar Shave Club, relying less on paid media and more on social-media and word-of-mouth. P&G says it wants to learn about how Walker builds and uses authentic connections, and Walker aims to leverage P&G's expertise in developing, distributing and marketing products, and how to build the brand internationally. [Image Credit: © Walker & Company Brands]
Jack Neff, "Procter & Gamble buys Walker & Co.", Advertising Age, December 12, 2018, © Crain Communications
Domains
PERSONAL CARE BUSINESS
Brands
Market Segments
Strategy
Hair Care
Men's Grooming
Geographies
Worldwide
North America
United States of America
Categories
Brands
Companies, Organizations
Deals, M&A, JVs, Licensing
Market News
Products & Brands
Developed by Yuri Ingultsov Software Lab.