L'Or?al is continuing its offensive to win the American hairdressers. The French group has just acquired two distributors of hair care products in the United States, Maly's Midwest and Marshall Salon Services, which carry a combined turnover of 130 million and provide 40,000 salons in the Midwest. These acquisitions bring to 80% coverage direct from the U.S. market by the firm, against 50% previously. They represent a continuation of the strategy number one global cosmetics to distribute his own professional products on the market, which weighed about 60 billion dollars (sales salons and spas in the U.S.).

Three years ago that L'Oreal has decided to take matters into their hands. In 2007 and 2008, he had already acquired Beauty Alliance, Maly's West and Columbia Supply to sell products directly to its range of L'Or?al Professional, Kerastase, Matrix and Redken.Objective: To monitor more closely a key market, which weighs one third of global sales of its professional division. This allows the giant of French industry in managing direct without intermediaries, thus controlling its margins at each stage of struggle against the flow of counterfeit goods, a widespread scourge in the United States and, especially, to develop direct relations with hairdressers.

Ensure fidelity of hairdressers is indeed a prerequisite for selling its products on the market very battle. Its subsidiary specializing SalonCentric Florida-based approach one by one the shows and their "designers" as they call them across the Atlantic. Specificity local hairdressers are in fact often self-employed who rent a chair in a salon. It is therefore necessary to convince individuals to use the group's products, while their neighbor salon can procure from a competitor."L'Oreal was founded more than a hundred years to serve and inspire the professional hair salons around the world," said Paul Sharnsky, President SalonCentric. This strategy should enable the French group to increase the efficiency of its business in the United States, where sales dropped by over 6% in 2008.