For the first time since its acquisition by L’Oréal in 2012, Baxter of California is making serious strides to grow its business. The Los Angeles-based men’s brand has a new global president — Yann Joffredo — and a new campaign aimed at Millennial men. Baxter is a hair, skin and shave brand that was started out of a Los Angeles barber shop in 1965. For a new digital campaign that drops this week, Joffredo wanted to harken back to the brand’s California cool roots. “The brand has been evolving since 1965, and the idea was to make it relevant to a new generation — [particularly] the Millennials,” Joffredo said.

Source: Los Angeles Times August 15, 2017 18:37 UTC