Unilever, Henkel and L’Oréal have all tabled a bid for shampoo manufacturer Vogue International, valued by some sources at 2.5 to 3 billion dollars (2.2 to 2.7 billion euro).
Three years after attempted sale
There are apparently a number of other interested parties who have bid alongside those three major companies, according to news firm Reuters’ sources.
A court case prevented Vogue’s previous attempted sale some 3 years ago, when someone was willing to pay 800 million dollars (715 million euro) for the company. Only a year later, Carlyle Group acquired 49 % of all shares though.
Vogue, founded in 1987, became well-known because of its Organix shampoo, although it had to change the name in 2013 after a court case. Some felt the name was misleading to customers, as they might think the product was entirely organic, which it was not. Vogue paid 6.5 million dollars (5.8 million euro) and altered the products’ name into OGX.
Ever since, the brand continued its growth, thanks its colourful packaging, which stands out in stores.
