With the acquisition of Bodycology and Cantu and, pdc brands has positioned itself to become a category leader in bath and a company poised to hold substantial market share in multi-cultural hair care. Both brands were previously owned by Advanced Beauty Inc., a Dallas-Texas based beauty company founded and run by Cindy and Chris McClain.
The mass-market hair care brand Cantu is, according to pdc, “a go-to solution for the unique needs of naturally textured hair.” The brand’s product line does go beyond hair to include skin care as well. Though the new owner notes that conditioner, curling cream and a moisturizing curl product are popular with current consumers.
According to Nielsen Retail Sales Data, Cantu is the fastest growing multi-ethnic hair care brand in the US. This category sees its fair share of growth through mergers and acquisitions. Here, L’Oreal’s purchase of Carol’s Daughter stands out: “This acquisition will enable L’Oreal USA to build a new dedicated multi-cultural beauty division as part of our Consumer Products business, and strengthen the company’s position in this dynamic market,” Frederic Roze, president and CEO, explained.
pdc picked up Calgon in late 2012 and now with Bodycology counts the top 2 mass bath brands in its portfolio. The company press statement celebrates that this acquisition fixes its “position as an industry leader – bringing the best of prestige beauty and specialty retail to mass-market consumers at affordable prices.”
Bath is a peripheral category for many personal care brands. So the company’s initiative to dominate in the mass market is well considered.
pdc brands has been evolving steadily from a mass fragrance player (previously known as Parfums de Coeur) to an all-around beauty and wellness company. And, growth going forward will come through further acquisitions as well as through e-commerce, social media partnerships, and international expansion. All this thanks to funding and strategic guidance from Boston-based private equity firm Yellow Wood Partners.
“We plan to expand even further by investing in our current brands as well as adding new and unique brands and products to our portfolio via acquisition,” James Stammer, CEO, told the press in March.