Alberto Culver

Marketing Strategy of Alberto-Culver -

Alberto-Culver is an American corporation with international sales whose principal business is manufacturing hair and skin beauty care products under such brands as Alberto VO5, Andrew Collinge, St. Ives (skin care products), TRESemmé, FDS, Consort, and Nexxus. It is the number one manufacturer in the multicultural beauty care market with such brands as Soft & Beautiful, Just For Me, Motions, and TCB. They are also makers of popular household items such as Sugar Twin, Mrs. Dash, Static Guard, Molly McButter and Baker's Joy.[3]

The company was purchased and founded in 1955 by Leonard H. Lavin who was an entrepreneur and manufacturer's representative for various other companies. The newly created company was then moved to Chicago and a hundred other products were dropped and the company focused on Alberto VO5 shampoo and hairdressing.[3][4] In 1958, Alberto VO5 Hairdressing became the number one brand in its category and it still holds that position today. Lavin and his wife Bernice guided the company's growth until 1994 when they turned it over to a second family generation. Mr. Lavin remains a director of today's Alberto-Culver and his daughter, Carol Lavin Bernick, is the company's Executive Chairman.[5]

On November 10, 2006, shareholders voted to spin off the company's salon distribution business, which includes Sally beauty supply stores and Beauty Systems Group.

The company's 2007 sales were reported at $1,541,600,000.[6][7]

Statistics:

Public Company

Incorporated: 1955

Employees: 13,400

Sales: $1.98 billion (1999)

Stock Exchanges: New York

Ticker Symbols: ACVA; ACV

NAIC: 325620 Toilet Preparation Manufacturing; 311942 Spice and Extract Manufacturing; 446120 Cosmetics, Beauty Supplies, and Perfume Stores; 421850 Service Establishment Equipment and Supplies Wholesalers; 422210 Drugs and Druggists' Sundries Wholesalers

Company Perspectives:

The Alberto-Culver Company is dedicated to building, for...