This month, for a change of pace, we offer news snippets from the world of branding.
By Robert Sprung
Two recent transactions underscore the move by large consumer-products companies into the socially responsible and natural products arena:
Colgate just purchased 84% of Tom’s of Maine, makers of all-natural products, for $100 million.
The same week, L’Oréal announced its acquisition of The Body Shop.
The conglomerates’ moves are not without risk. Critics point to Ben & Jerry’s, which some feel has weaker brand differentiation after being acquired by Unilever in 2000.