Understanding customers must be everyone’s responsibility in a company,” R. Alexandra Keith, Chief Executive at Procter & Gamble Beauty, says at the Shoptalk Europe conference in Barcelona. “Our core brands need to serve all and each consumers,” she says. When new consumer needs or desires emerge, the first thing to do is examine the company’s core brands and see if they can meet those demands. However, in some cases the portfolio needs to be extended through acquisitions in order to serve all consumers, she says. This is the case of Mielle, a brand that the company acquired in 2023 to strengthen its textured hair care offering.