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Byline: Andrea Nagel
L'OrA[c]al Aims for Bigger Piece of Hair Care Market
L'oreal Paris is looking to make its hair care business as relevant as its skin, hair color and cosmetics businesses.
Arriving in several weeks to mass retailers is EverPure, a hair care line targeting color-treated hair with formulas that are free of sulfates and other harmful ingredients that can lead to color fading. The line, which is estimated by industry sources to generate as much as $60 million its first year on shelves, would increase L'OrA[c]al's total hair care sales in the mass market by 30 percent. And, since there are only a few competitors at mass with a similar …