Procter & Gamble (P&G) has signed a contract with The Beauty Systems Group (BSG) that will consolidate the company's position as the market leader in the professional hair care industry.
BSG has the largest chain of professional beauty supply stores in the US with more than 720 stores - providing P&G with a mass retail base to promote its bestselling products, such as Wella Professionals. The agreement will see BSG using a direct sales targeted approach to the distribution of P&G professional care products in the north and southeastern parts of the US.
P&G says that the move is capitalise on changing distribution opportunities in the North American marketplace. Commenting on the agreement with BSG, Reuben Caranza, md of P&G professional care exclusive line, said: “They will be an excellent partner in the southeast, and our targeted approach for salon distribution, the first of its kind in the US, will serve the needs of individual salons based on their business model.”