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On the heels of the September 27, 2010, news regarding Unilever's acquisition of Alberto Culver, some analysts are asking why Unilever has made this move when the company had previously stated it wants to focus on emerging markets. According and to Euromonitor International's beauty and personal care industry analyst Oru Mohiuddin, the benefits of Unilever's acquisition of Alberto-Culver are as follows:
Mohiuddin continues the discussion in a video presentation, stating that Unilever did not pay too much for Alberto-Culver. The price tag was large, but the global potential of the newly acquired brands are immensely beneficial to Unilever.
Lastly, it is expected that L'Oréal and Procter and Gamble will be going shopping for new acquisitions in response to Unilever's move. Beiersdorf, the company behind the Nivea brand, could be next as a potential acquisition target.