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Wed May 09, 2007 2:46 pm  |
L'Oreal Aquires Hair Care Brand, PureOlogy
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Published: Wednesday, May 09, 2007
By Andrea Nagel
One of the salon industry’s hottest hair care brands—PureOlogy—is now in the hands of L’Oreal, which purchased the Irvine, Calif.-based company for an undisclosed amount of cash today.
PureOlogy Research LLC, which generated $207 million in retail sales for the most recent 12 months, will relocate to New York, where L’Oreal is headquartered, and join the L’Oréal Professionnel, Kérastase, Matrix, Redken and Mizani brands.
L’Oréal expects that the acquisition will not affect corporate earnings for the financial year that will end Dec. 31. In addition, it is expected to add to earnings, starting in 2008.
PureOlogy took salons by storm in 2001 when it was introduced with formulas specifically designed for those with color treated hair. Jim Markham, founder of PureOlogy, pinpointed a gap in the marketplace for luxury, high-priced hair care goods that would meet the needs of color treated hair, which tends to fade and be more dry. At the time, industry estimates calculated that more than 50 percent of women colored their hair, and now the percentage has risen to 65, further bolstering PureOlogy’s potential customer base. Packaging innovations were intended to instantly gave PureOlogy a spotlight: custom-molded containers were designed to fit in the corner of a bathtub; easy-to-pour grips fit in a woman’s hand and bottles were color-coded to help differentiate between products. Prices were in the $16-$20 range, unusually high for an unknown brand. What further separated PureOlogy from other hair care launches is that despite being a premium-priced brand, it reached a breadth of salons, not just the most exclusive outposts. |
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Wed May 09, 2007 3:34 pm |
That's BAD NEWS, and I'll tell you why. If you currently like the PureOlogy products then you better stock up on them now. Once L'Oreal gets a hold of this company they will without a doubt begin to change the formulas. They will almost surely begin to take out the higher priced (yet very functional) raw materials and begin to substitute in low cost raw materials. It will just be a matter of time. Then, you will begin to notice that the products from PureOlogy that you liked, don't seem to function as well as they used to. That will be the reason. L'Oreal is all about profit. Cut out cost in manufacturing, but keep the sales price high.
If you like PureOlogy products I suggest you buy all the stock that is in the stores right now, because the brand will change.
John |
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President and Chief Formulator for "Never Over The Hill Cosmetics" |
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Wed May 09, 2007 3:50 pm |
| I have to totally agree with John, how many other takeovers have resulted in ruining the product. Big business at work. |
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Wed May 09, 2007 4:10 pm |
| Oh Lordy -- bad news indeed. |
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Wed May 09, 2007 4:22 pm |
Yes, indeed! Bad news! Belle, thank you for posting this, and John, thanks for the heads-up!
But I'm wondering what is a reasonable shelf life for Pureology shampoo and conditioner? Right now I have almost-full 1L bottles of Nanoworks. Although I use them daily, a little bit goes a long way, ya know? |
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Nadine, age 50, live in VA; half-Asian, slight yellow tone; sensitive, dry/combo skin |
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Wed May 09, 2007 4:23 pm |
| This is really lousy news for me--- not only did I like a lot of their products, BUT I also liked the fact that they were cruelty-free/vegetarian. Thank goodness I already replaced their mousse with my Philip Pelusi mousse, now I just need to replace their shampoo and hairspray... |
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27, sensitive/reactive/acne prone skin, dark brown hair, blue eyes, possibly the palest woman alive... |
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Wed May 09, 2007 5:24 pm |
thanks for posting this!
i did not know it before. |
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Wed May 09, 2007 5:29 pm |
This sucks  |
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Wed May 09, 2007 6:46 pm |
Thanks for posting this.
I love Pureology shampoos, they are wonderful products. A little bit goes a long way. |
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Thu May 10, 2007 10:35 am |
That's really sad!
Is Estee Lauder any better at retaining what made the companies they bought so great? |
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Fri May 11, 2007 8:36 am |
| Agent OO-CAT wrote: |
That's really sad!
Is Estee Lauder any better at retaining what made the companies they bought so great? |
Don't get me started on EL..they bought out Aveda, discontinued one of my favorite gels, then brought it back a year later ..double the price! They destroy everything they touch. I think they only have distribution rights for BB, thank goodness. |
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Fri May 11, 2007 8:44 am |
NO don't change the formula! and heck don't raise the flippin price anymore, it is $$$$$ now! Well if they do I will switch, that is life.
Loreal owns Lancome, Armani and Biotherm incase anyone didn't know, so makes sense they are buying more, greedy little things. Estee seems to own EVERYone else! The 2 giants are gonna battle it out! LOL  |
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Blessings~ deb (certified life coach) |
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Fri May 11, 2007 10:00 am |
Oh man, this blows BIG TIME!!!!!
John, I 100% agree with you. I think this is exactly what will happen.
I have been using Pureology since I first discovered it in 2002. I love the shampoos in the "volume" line and use most of their styling products including volume gel, texture twist, root lift, etc., etc.
I usually buy the big size as it lasts forever and that smaller bottle is something like $23 now, which is outrageous.
This is so maddening.
Recently, we had an opening at the office for an admin. person and I got several applications from ladies who worked for Cabot Stain- a once small family-owned company who got bought out by a big corporate juggernaut and is now in the "big box" stores...cough-Walmart-cough. They all agreed that the product just wasn't the same anymore, as I have no doubt will happen to the Pureology line.....
Time to stock up indeed.
grrr.....
Maria |
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Maria, early 50's, post meno, normal to dry skin, more dry in winter, some sun damage... |
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Sat May 12, 2007 1:58 am |
I love Pureology in particular Nano works. So sad news.
John, Thanks much for your heads-up. That's what I thought exactly when I saw this subject. Like others, I worried about Pureology shelf-life. |
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