JPC’s partnership with Anthony is the first of its kind for the new management team at JPC and is part of a strategic plan to regain its prominent global market share. In 2009, JPC was acquired from Procter & Gamble with the combined investments of RC Fontis, St. Cloud Capital and Plus Factor, LLC, an African American management team. In two years, the new leadership has reorganized the company and its worldwide distribution.
“We are very excited to leverage the strong position in the ethnic hair care space that Johnson Products has to launch our new men’s line. Our team sees a lot of opportunity and growth in the men’s sector which doesn’t typically get a lot of attention,” explained JPC's CEO Eric Brown. “Adding Carmelo Anthony to the Johnson Products Family as well as having him represent the Ultra Sheen Men brand to the community will certainly bring excitement to our new brand.”
The deal includes advertising and promotional campaigns, cause-marketing and community outreach programs as well as in personal appearances for JPC and Ultra Sheen Men. Anthony will also be involved in the development of innovative new grooming products for JPC, according to the company.