Maybelline will distribute Essie.
L’Oreal USA’s decision to buy nail salon manufacturer Essie is taking shape, say sources. The mass nail color business has been growing for professional nail salon brands. Since L’Oreal Paris already has a good business selling nail polishes, it makes sense that sibling Maybelline should distribute these products.
In the early 1980s, L’Oreal had a small but growing nail and lip color business in salons, before Lindsay Owen-Jones, then Cosmair president, decided to make a run at Revlon. Some credit Jean Caste, who was the president of Cosmair in the 1970s, as the executive who built the strong infrastructure that allowed Lindsay Owen-Jones to succeed in the U.S.
Editor Allan Mottus will look back at L’Oreal’s history in the next issue. Ties with Nestle dated back to that era as well. Caste became president of Nestle’s U.S. subsidiary after he left Cosmair in 1981. Caste was aloof but a driven businessman. He launched Vichy’s Equalia skincare product in the States with little recognition of either Vichy or Equalia. It was a Bridget Bardot advertised brand, called Aqualia. Bardot was in a bikini and Caste was involved in the launch. It failed miserably.
In the recent issue, Mottus examined “After Lafley-What’s Next for P&G?” Mottus weighs the pros and cons of Alan Lafley’s business strategy to expand beauty. That article will be expanded into Mottus’ recollections of the beauty business.
Laura Klepacki examines how the role of the beauty department has been changing with greater inventory restrictions by consumers. Dorothy Foster looks at why Bath &Body Works has been performing better in a tough retail climate.
Ron Rolleston of Elizabeth Arden sees the beginning of a turnaround in the fragrance business. He explains his views and how Arden has responded to a challenging marketplace.