The acquisition, to close by the end of the year, includes the brands DeAge, Waves and Salon Formula.
The deal allows Shiseido to strengthen its salon business in the hair-coloring field and allows Bristol-Myers Squibb to focus on its other consumer business in Japan.
Shiseido will focus on cultivating DeAge, the main business pillar of the Bristol-Myers Squibb salon business. The DeAge brand mainly compriseshair-color products. As well as promoting DeAge product sales through existing outlets, Shiseido will seek to increase sales to other prestigious salons.
Currently, Shiseido's Salon Business Division markets numerous productsfor professional use and retail sale, mainly in Japan. Its leading brand is the Zotos line, for use at women's hair salons. Other brands include Creator and Synergy for women's hair salons and the 246 brand for men's hair salons. However, Shiseido has had no strong, main brand for salon-use hair coloring.
Copyright October 1999, Crain Communications Inc.