P&G buys Walker&Co., an American personal-care firm for people of color

Procter & gamble (pg), which has been aggressively developing its own products in an effort to deepen its ties with multiracial consumers, recently announced its purchase of American personal care company Walker&Co. (WTC).
Procter & gamble Co. is buying Walker & Co., an American personal-care company, in a bid to attract more minority consumers.Details of the transaction were not released.

Walker & Co., founded in 2013 by venture capital expert Tristan Walker, specializes in beauty products for ethnic minorities.At present, the company's men's shaving care brand Bevel and women's hair care brand Form have a total of 36 products.The products of the company are specially developed according to the needs of consumers of color: the single-blade razor made by Bevel and its supporting product design solve the problem of frizz and roughness of the hair peculiar to black men, and can also avoid the inflammation caused by the growth of hair under the skin.

After the deal, Walker & Co. will operate independently as a wholly owned subsidiary of procter & gamble Co. Tristan Walker will remain CEO of the company, but the company will move its headquarters to Atlanta in 2019.
Tristan Walker wants to develop the brand into a world-class personal care brand that lives as long as p&g.He says the only goal of his brand is to make health and beauty care easier and more comfortable for people of color.Big companies like procter & gamble are happy that they are willing to work for minorities.Atlanta is chosen as the future headquarters because the local residents not only love the products of this brand, but also support the operation of the company.

P&g itself is actively developing products to deepen its ties with multiracial consumers.Pantene's Gold line, designed for ethnic minorities, is selling well and has increased its number of distributors.In 2017, p&g appointed Lela Coffey as its director of minority marketing.In this transaction, she was responsible for the communication with Tristan Walker.

Alex Keith, head of p&g's personal-care division, says African-American use of most of the company's beauty brands has increased over the past year.While the majority of consumers for the company's core brands are not minorities, Walker & Co. will help the company deepen its ties with minorities and expand its business.Tristan Walker and his team are well aware of the needs of African American consumers and their brand has great market potential.