our story
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In a microcosm, the story of Alberto VO5 Conditioning Hairdressing is the history of the company. The product was originally developed by a West Coast beauty supply house and, without any advertising, found a cachet among retail consumers and stylists at Hollywood studios who used it to combat the drying caused by sun or klieg lights.
In 1955, Leonard Lavin, a Chicago entrepreneur who, as a manufacturer's rep, had developed market-leading national consumer brands for several companies, purchased this beauty supply company, moved it to Chicago and discontinued over 100 products in its line to focus on Alberto VO5 Hairdressing. The fledgling company consisted of Leonard and Bernice Lavin, a handful of managers and a five-person production line. In its first year, the brand's sales were $100,000; the company's debt was $400,000. Because cash was in short supply, the Lavins built the company through managing its receivables and pouring every available spare dollar into television advertising. In 1958, Alberto VO5 Hairdressing became the number one brand in its category and it still holds that position today.
Throughout much of its history, the Alberto-Culver Company anchored its growth in two core businesses: consumer packaged goods manufacturing and marketing and Sally Beauty Company, the largest distributor of professional beauty supplies in the world through its own stores and a field sales force focused on beauty salons. Recently, as consolidation in the beauty products industry and in retailing have changed the environment in which the company operates, the Alberto-Culver consumer products business and Sally Beauty have been separated into two independent, publicly traded companies to facilitate their growth. Both trade on the New York Stock Exchange: Alberto-Culver Company under the symbol ACV and Sally Beauty Holdings as SBH.
At Alberto-Culver, we have consistently brought an innovative and entrepreneurial drive to the categories in which we compete. Through consumer insight, new product creation and aggressive advertising and marketing, the company has been a leader in creating breakthroughs for the brands it has created in-house and acquiring brands in which we see the potential for substantial growth. The Alberto VO5 name has been expanded into major lines of shampoo, conditioner, treatment and styling products. Our other global brands in the beauty categories: TRESemme hair care, consistently one of the fastest growing brands in its categories and the company's largest brand, and St. Ives Swiss Formula body and facial care offer a wide variety of innovative beauty solutions to consumers. In 2005, the company acquired the prestigious Nexxus professional hair care line and has transitioned it into a vibrant, fast-growing retail line while continuing to develop innovative new products for the salon market.
The company developed such household names as Mrs. Dash salt-free seasonings, Molly McButter, Static Guard, Baker's Joy, and Kleen Guard in its own research facilities and was the first to bring to the U.S. products such as Alberto European Styling Mousse for hair and the FDS line of feminine products. Our ethnic lines, sold under the banner of Pro-Line International including Soft & Beautiful, TCB, Motions and Just for Me make us the second-largest manufacturer of beauty products for families of color in the world.
The Alberto VO5 and St. Ives Swiss Formula product lines are distributed globally in over 100 countries. Internationally we also manufacture and market lines that meet specific market needs. In Scandinavia, we have strong entries in laundry detergents and oral care as well as marketing the Nordic countries' best-selling adhesive bandage and antacid brands. Since its introduction in the UK in 2004, TRESemme has consistently ranked among the top three brands in the market and, combined with our strong VO5 business, makes us the number two hair care manufacturer in the market. TRESemme is continuing to roll out in our major markets around the globe