ALBERTO CULVER CO
10-Q, 1997-02-13
PERFUMES, COSMETICS & OTHER TOILET PREPARATIONS
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                 UNITED STATES SECURITIES AND EXCHANGE COMMISSION
                           Washington, D.C. 20549

                                 FORM 10-Q


[X]      QUARTERLY REPORT PURSUANT TO SECTION 13 OR 15(d) OF THE SECURITIES 
         EXCHANGE ACT OF 1934 FOR THE QUARTERLY PERIOD ENDED:

                             December 31, 1996

                                    -OR-

[   ]    TRANSITION REPORT PURSUANT TO SECTION 13 OR 15(d) OF THE SECURITIES 
         EXCHANGE ACT OF 1934 

Commission File No. 1-5050


                           ALBERTO-CULVER COMPANY
             (Exact name of registrant as specified in its charter)



      Delaware                                               36-2257936
(State or other jurisdiction of                           (I.R.S. Employer
 incorporation or organization)                            Identification No.)


                             2525 Armitage Avenu
                          Melrose Park, Illinois            60160
                  (Address of principal executive offices) (Zip code)



Registrant's telephone number, including area code:   (708) 450-3000




Indicate by check mark whether the registrant (1) has filed all reports 
required to be filed by Section 13 or 15(d) of the Securities Exchange
Act of 1934 during the preceding 12 months (or for such shorter period 
that the registrant was required to file such reports) and (2) has
been subject to such filing requirements for the past 90 days.  YES  X    NO



At December  31,  1996,  there were  22,351,814  shares of Class A common  
stock outstanding and 33,532,480  shares of Class B common stock outstanding 
after giving effect to the 100% stock dividend in February, 1997.


                                  - 1 -

<PAGE>





                                 PART  I


ITEM 1.  FINANCIAL STATEMENTS
<TABLE>
<CAPTION>


ALBERTO-CULVER COMPANY AND SUBSIDIARIES

Consolidated Statements of Earnings
Three Months Ended December 31, 1996 and 1995
(dollar amounts in thousands, except per share figures)



                                                                                          (Unaudited)
                                                                                   1996                 1995
<S>                                                                            <C>                    <C>
Net sales                                                                      $ 426,105              347,638

Costs and expenses:
     Cost of products sold                                                       215,388              178,343

     Advertising, promotion, selling and administrative                          181,587              146,675

     Interest expense, net of interest income of $787
         in 1997 and $1,629 in 1996                                                2,392                2,102
                                                                              ----------            ---------

     Total costs and expenses                                                    399,367              327,120
                                                                              ----------            ---------

Earnings before non-recurring gain and provision for income taxes                 26,738               20,518

     Non-recurring gain (Note 5)                                                  15,634                   --
                                                                              ----------            ---------

Earnings before provision for income taxes (Note 5)                               42,372               20,518

Provision for income taxes (Note 5)                                               15,784                7,643
                                                                              ----------            ---------

Net earnings (Note 5)                                                         $   26,588               12,875
                                                                              ==========               ======

Net earnings per share (Notes 2, 3 and 5)

     Primary                                                                  $      .47                   .23
                                                                              ==========             =========

     Fully-diluted                                                            $      .44                   .22
                                                                              ==========             =========

Cash dividends paid per share (Note 2)                                        $    . 045                   .04
                                                                              ==========             =========


See notes to consolidated financial statements.
</TABLE>


                                                        - 2 -

<PAGE>





ALBERTO-CULVER COMPANY AND SUBSIDIARIES
<TABLE>
<CAPTION>

Consolidated Balance Sheets
December 31, 1996 and September 30, 1996
(dollar amounts in thousands)

                                                                                         
                                                                            (Unaudited)          
                                                                            December 31,             September 30,
<S>                                                                         <C>                           <C>
ASSETS                                                                          1996                      1996
- ------                                                                   ---------------             -----------

Current assets:
   Cash and cash equivalents                                                $ 106,938                      66,211
   Short-term investments                                                       6,400                       5,346
   Receivables, less allowance for doubtful
      accounts ($8,612 at 12/31/96 and $8,208 at 9/30/96)                     119,294                     125,718
   Inventories (Note 4)                                                       300,451                     288,525
   Other current assets                                                        30,086                      26,918
                                                                           ----------                   ---------
      Total current assets                                                    563,169                     512,718
                                                                           ----------                   ---------
Property, plant and equipment at cost, less accumulated
   depreciation ($141,214 at 12/31/96 and $143,946 at 9/30/96)                167,550                     175,920
Goodwill, net                                                                 110,434                     107,603
Trade names and other intangible assets, net                                   75,060                      76,877
Other assets                                                                   39,161                      36,148
                                                                           ----------                  ----------
   Total assets                                                             $ 955,374                     909,266
                                                                           ==========                  ==========

LIABILITIES AND STOCKHOLDERS' EQUITY

Current liabilities:
   Current maturities of long-term debt and short-term borrowings           $   5,364                       3,650
   Accounts payable                                                           150,335                     154,634
   Accrued expenses                                                           119,685                     115,139
   Income taxes                                                                22,441                      13,172
                                                                           ----------                  ----------
      Total current liabilities                                               297,825                     286,595
                                                                           -----------                 ----------

Long-term debt                                                                 60,925                      61,548
Convertible subordinated debentures                                           100,000                     100,000
Deferred income taxes                                                          23,691                      16,582
Other liabilities                                                              19,005                      19,445

Stockholders' equity (Note 2): Common stock, par value $.22 per share:
      Class A authorized 75,000,000 shares; issued 24,311,224 shares            2,918                       2,918
      Class B authorized 75,000,000 shares; issued 37,710,664 shares            4,608                       4,608
   Additional paid-in capital                                                  91,359                      88,955
   Retained earnings                                                          414,611                     390,526
   Foreign currency translation                                               (11,986)                    (13,428)
                                                                           -----------                 -----------
                                                                              501,510                     473,579
   Less treasury stock at cost (Class A common shares: 2,086,717 
      at 12/31/96 and 2,214,024 at 9/30/96; Class B common shares:
      4,178,184 at 12/31/96 and at 9/30/96)                                   (47,582)                    (48,483)
                                                                           -----------               -------------
         Total stockholders' equity                                           453,928                     425,096
                                                                           -----------                 ----------
         Total liabilities and stockholders' equity                         $ 955,374                     909,266
                                                                            ==========                 ==========

See notes to consolidated financial statements.
</TABLE>




                                                        - 3 -

<PAGE>



ALBERTO-CULVER COMPANY AND SUBSIDIARIES
<TABLE>
<CAPTION>

Consolidated Statements of Cash Flows
Three months Ended December 31, 1996 and 1995
(dollar amounts in thousands)



                                                                                    (Unaudited)     
                                                                               1996              1995

Cash Flows from Operating Activities:                                        <C>               <C>
<S>
Net earnings                                                                 $ 26,588           12,875
Adjustments  to  reconcile  net  earnings  to net  cash  provided  by  
   operating activities:
     Depreciation and amortization                                              8,942            7,057
     Non-recurring gain                                                       (15,634)              --
     Other, net                                                                (2,706)            (250)
     Cash effects of changes in:
       Receivables, net                                                         6,268            5,553
       Inventories                                                             (8,888)         (16,225)
       Other current assets                                                    (1,911)            (290)
       Accounts payable and accrued expenses                                   (1,582)          (1,010)
       Income taxes                                                            14,886            5,039
                                                                                ------         --------
     Net cash provided by operating activities                                 25,963           12,749
                                                                              --------         --------

Cash Flows from Investing Activities:

Short-term investments                                                         (1,054)          (1,600)
Capital expenditures                                                           (9,009)         (12,390)
Payments for purchased businesses, net of acquired companies' cash             (6,215)         (10,576)
Proceeds from insurance settlement                                             28,000               --
Other, net                                                                        866             (589)
                                                                           ------------        --------
   Net cash used by investing activities                                       12,588          (25,155)
                                                                             ----------        --------

Cash Flows from Financing Activities:

Short-term borrowings                                                           1,831            1,799
Proceeds from long-term debt                                                      927               --
Repayments of long-term debt                                                     (302)            (303)
Cash dividends paid                                                            (2,504)          (2,218)
Cash proceeds from exercise of stock options                                    2,850              860
Stock purchased for treasury                                                     (994)            (578)
                                                                              ---------        --------
   Net cash used by financing activities                                        1,808             (440)
                                                                           ------------        --------

Effect of foreign exchange rate changes on cash                                   368                9
                                                                         --------------        -------
Net increase (decrease) in cash and cash equivalents                           40,727          (12,837)

Cash and cash equivalents at beginning of period                               66,211          142,585
                                                                            -----------        -------

Cash and cash equivalents at end of period                                  $ 106,938          129,748
                                                                             ==========        =======

See notes to consolidated financial statements.
</TABLE>

                                   - 4 -

<PAGE>




                   ALBERTO-CULVER COMPANY AND SUBSIDIARIES

                 Notes to Consolidated Financial Statements

(l) The consolidated  financial  statements contained in this report have
    not been  examined  by  independent  public  accountants,  except for
    balance sheet information  presented at September 30, 1996.  However,
    in the opinion of the company, the consolidated  financial statements
    reflect all  adjustments,  which  include  only  normal  adjustments,
    necessary to present fairly the data contained  therein.  The results
    of operations for the periods covered are not necessarily  indicative
    of results for a full year.
 
(2) On January 23, 1997, the  company  announced a 100% stock  dividend on 
    the company's Class A and Class B outstanding  shares. The new shares will
    be distributed February 20, 1997 to shareholders of record at the close of
    business on February 3, 1997. The stock dividend is being distributed only 
    on outstanding shares and not on shares held in the treasury.  All
    share  and per share  information  in this  report,  except  for  treasury
    shares, has been restated to reflect the 100% stock dividend.

    The company also announced on January 23, 1997 an increase in the 
    cash dividend on Class A and Class B common  stock, raising the quarterly
    dividend 11.1% to 5 cents per share or 20 cents annually after reflecting
    the 100% stock dividend.  The cash dividend is payable  February 20, 1997
    to stockholders of record on February 3, 1997.

(3) Primary  earnings  per  share  are based on the  weighted  average  shares
    outstanding,   including  common  stock  equivalents,  of  56,834,000  and
    55,996,000  for the  three  months  ended  December  31,  1996  and  1995,
    respectively,  after giving effect to the 100% stock dividend described in
    Note 2.

    Fully diluted  earnings per share are  determined by dividing net earnings
    before interest expense on the convertible subordinated debentures (net of
    tax benefit) by the weighted average shares outstanding,  including common
    stock  equivalents,  after  giving  effect to  common  shares to be issued
    assuming conversion of the convertible  subordinated debentures to Class A
    common stock.  Fully-diluted  weighted  average  shares  outstanding  were
    63,042,000 and 62,382,000 for the three months ended December 31, 1996 and
    1995,  respectively,  after  giving  effect  to the  100%  stock  dividend
    described in Note 2.

(4) Inventories consist of the following:

                                                          (in thousands)
                                                    December 31, September 30,
                                                       1996           1996
                                               ------------------------------
              Finished goods                          $261,434      251,617
              Work-in-process                            5,734        5,622
              Raw materials                             33,283       31,286
                                               -------------------------------

                                                      $300,451      288,525

(5) In the first  quarter of fiscal year 1997,  the  company  received a $28.0
    million insurance settlement from the loss of its corporate airplane.  The
    effect on the company's earnings was a non-recurring pre-tax gain of $15.6
    million  and an increase in net  earnings  of $9.8  million.  Accordingly,
    earnings  per  share  increased  $0.17 on a  primary  basis and $0.16 on a
    fully-diluted basis.
<PAGE>

    The following table provides  pro-forma  information for the first quarter
    excluding the non-recurring gain (in thousands, except per share data):

                                                      1996              1995
                                                      ----              ----

               Pre-tax earnings                   $ 26,738            20,518
                                                  ========            ======
               Net earnings                       $ 16,777            12,875
                                                  ========            ======

               Net earnings per share:
                  Primary                           $ 0.30              0.23
                                                    ======              ====
                  Fully-diluted                     $ 0.28              0.22
                                                    ======              ====

                                       - 5 -







ITEM  2.  MANAGEMENT'S DISCUSSION AND ANALYSIS OF RESULTS OF OPERATIONS 
AND FINANCIAL CONDITION


RESULTS OF OPERATIONS

FIRST QUARTER ENDED DECEMBER 31, 1996 V.S. FIRST QUARTER ENDED DECEMBER 31, 1995

The company  achieved record first quarter net sales of $426.1 million in fiscal
year 1997, up $78.5 million or 22.6% over the  comparable  period of fiscal year
1996. Net earnings for the three months ended December 31, 1996,  which included
a non-recurring  gain, were also a record for the first quarter at $26.6 million
or 106.5% higher than the same period of the prior year. Earnings per share were
47 cents on a primary basis and 44 cents on a fully-diluted basis.

As  described  in Note 5,  during  the first  quarter of fiscal  year 1997,  the
company  received  a $28.0  million  insurance  settlement  from the loss of its
corporate airplane. As a result, the company recognized a non-recurring, pre-tax
gain  of  $15.6  million  and an  increase  to net  earnings  of  $9.8  million.
Accordingly,  earnings per share  increased  17 cents on a primary  basis and 16
cents on a fully-diluted basis.

On a pro-forma  basis,  net earnings  excluding  the  non-recurring  gain were a
record for the first  quarter at $16.8  million  or 30.3%  higher  than the same
period of the prior year.  Pro-forma  earnings per share on a primary basis were
30 cents,  a 7 cent or 28.4% increase over last year.  Pro-forma  fully-diluted
earnings per share increased 6 cents or 27.3% to 28 cents.

The following table presents net sales  information by business  segment for the
first quarter of fiscal years 1997 and 1996:
<TABLE>
<CAPTION>

FIRST QUARTER
(dollars in millions)
                                                                  Fiscal Year          Dollar         Percent
<S>                                        <C>         <C>         <C>            <C>
Net sales:                                  1997       1996        Change         Change
- ----------                                 ------     ------       ------         ------
Consumer products:
    Alberto-Culver USA                     $107.6       66.4          41.2          62.0 %
    Alberto-Culver International            112.9      101.8          11.1          10.9
                                          -------    -------       -------         ------
    Total consumer products                 220.5      168.2          52.3          31.1
Specialty distribution - Sally              208.7      181.4          27.3          15.0
Eliminations                                 (3.1)      (2.0)         (1.1)         55.0
                                            ------    -------      --------        ------
                                           $426.1      347.6          78.5          22.6 %
                                           =======    =======      =========      =======

</TABLE>

Compared  to the same  period of the prior  year,  sales of  Alberto-Culver  USA
consumer  products  increased  $41.2  million or 62.0% for the first  quarter of
1997.  Sales in the current quarter were higher primarily due to the acquisition
of St. Ives Laboratories, Inc. ("St. Ives") in February, 1996, which added $33.4
million of sales in the current year, and strong  increases in several hair care
product lines including TRESemme, TCB and Alberto VO5.

Sales of Alberto-Culver  International consumer products were $112.9 million for
the current quarter, an increase of 10.9% compared to last year. The fiscal 1997
increase primarily resulted from the acquisition of St. Ives in February, 1996.
                        .
The "Specialty distribution-Sally" business segment experienced a sales increase
of $27.3  million  or 15.0%,  reaching  $208.7  million  for the  quarter  ended
December 31, 1996. The gain was  attributable  to Sally Beauty  Company's  sales
growth for established  stores and the addition of 161 new stores since December
31, 1995.  At December 31, 1996,  Sally Beauty  Company had 1,697 beauty  supply
stores offering a full range of salon care products.

Cost of products sold as a percent of net sales for the three month period ended
December  31, 1996 was 50.5% as  compared to 51.3% for the first  quarter of the
prior year.  The decrease was  primarily  due to changes in product mix and cost
efficiencies.




                                 - 6 -






Advertising, promotion, selling and administrative expenses for the December 31,
1996 quarter rose 23.8% or $34.9  million  versus the  comparable  period of the
prior year. The increase  resulted from  additional  advertising,  promotion and
market research  expenditures and  administrative  expenses related to St. Ives,
which  was  acquired  in  February,   1996,   along  with  higher   selling  and
administrative  costs associated with the increase in the number of Sally Beauty
Company stores.

Advertising,  promotion and market research  expenditures  totaled $56.0 million
for the current  period  versus $43.1 million for the  comparable  period of the
prior year. The increase was primarily due to advertising and promotion expenses
related to St. Ives.

Interest  expense  was $3.2  million  for the first  quarter of fiscal year 1997
versus $3.7 million for the comparable prior period.  The lower interest expense
was primarily  due to the  prepayment of $20.0 million of 9.73% notes in August,
1996.  Interest  income of $787,000 for the quarter ended  December 31, 1996 was
$842,000 less than last year mainly due to lower investment balances.

The provision  for income taxes as a percentage of earnings  before income taxes
was 37.25% for the first quarter of fiscal years 1997 and 1996.


FINANCIAL CONDITION

DECEMBER 31, 1996 V.S. SEPTEMBER 30, 1996


The ratio of current assets to current  liabilities  was 1.89 to 1.00 at the end
of the first  quarter of fiscal year 1997  compared to 1.79 to 1.00 at September
30, 1996.  Working  capital of $265.3  million was $39.2 million higher than the
September 30, 1996 balance of $226.1 million primarily due to the receipt of the
$28.0 million insurance settlement described in Note 5.

Total borrowings  increased $1.1 million during the first three months of fiscal
year 1997.  At December  31,  1996,  the company had unused lines of credit with
various banks of approximately $109 million.





                                  - 7 -

<PAGE>





                                PART II





ITEM 6. EXHIBITS AND REPORTS ON FORM 8-K

(a)     Exhibits:

        10(a)   Copy of Alberto-Culver Company Management Incentive Plan dated
                October 27, 1994 as amended.*

        10(b)   Copy of Alberto-Culver Company Employee Stock Option Plan 
                of 1988, as amended.*

        10(c)   Copy of Alberto-Culver Company 1994 Shareholder Value Incentive 
                Plan, as amended.*

        10(d)   Copy of Alberto-Culver Company 1994 Restricted Stock Plan, 
                as amended.*

        10(e)   Copy of Alberto-Culver Company 1994 Stock Option Plan for
                Non-Employee Directors, as amended.*

        10(f)   Form of Severance Agreement between Alberto-Culver Company 
                and certain executive officers.*

        27      Financial Data Schedule


        *       This exhibit is a management contract or compensatory plan 
                or arrangement of the registrant.

(b)     Reports on Form 8-K:

        No report on Form 8-K was filed by the registrant during  the  quarter
        ended December 31, 1996.






















                                  - 8 -

<PAGE>










                                    SIGNATURE



Pursuant  to the  requirements  of the Securities Exchange Act of  1934,  the
registrant  has duly  caused  this  report to be  signed  on its behalf by the
undersigned thereunto duly authorized.







                                    ALBERTO-CULVER COMPANY
                                     (Registrant)





                                    By:/s/ William J. Cernugel
                                    William J. Cernugel
                                    Senior Vice President, Finance & Controller
                                   (Principal Financial Officer)
















February 12, 1997



                                                   - 9 -





    

                                                                 Exhibit 10(a)


                                                                            
                                   ALBERTO-CULVER COMPANY

                                  MANAGEMENT INCENTIVE PLAN

                             (as amended through December 3, 1996)


1.   Establishment. Alberto-Culver Company and its subsidiaries hereby establish
     the  Management  Incentive  Plan ("MIP") for key salaried  employees of the
     Company.  The MIP  provides  for annual  awards to be made to  Participants
     based upon the  achievement  of  financial  and  non-financial  performance
     objectives. This MIP is established as an unfunded,  non-qualified deferred
     compensation  plan  intended for the benefit of  employees  who are among a
     select group of management and/or highly compensated participants.  Nothing
     contained in this MIP and no action  taken  pursuant to the  provisions  of
     this MIP shall create or be  construed to create a trust of any kind,  or a
     fiduciary  relationship  between  the  Company  and  the  Participant,  his
     designated beneficiary or any other person. Any funds which may be invested
     under the  provisions  of this MIP shall  continue for all purposes to be a
     part of the  general  assets of the  Company  and no person  other than the
     Company shall by virtue of the  provisions of this MIP have any interest in
     such  funds.  To the  extent  that any  person  acquires a right to receive
     payments  from the Company  under this MIP,  such right shall be no greater
     than the right of any unsecured general creditor of the Company.

2.    Purpose.  The purpose of the MIP is to attract and retain in the employ of
      the  Company  persons   possessing   outstanding   management  skills  and
      competence  who  will  contribute  substantially  to  the  success  of the
      Company.  The MIP is intended  to provide  incentives  to such  persons to
      exert their  maximum  efforts on behalf of the Company by  rewarding  them
      with additional  compensation  when the Company and the  Participant  have
      achieved the financial and individual business  objectives,  respectively,
      provided for in the MIP.

3.    Effective Date and Performance  Periods.  The effective date of the MIP is
      October 1, 1994, subject to stockholder  approval.  The Plan Year shall be
      the 12  consecutive-month  period  ending  September  30,  1995  and  each
      September 30 thereafter.  The MIP will continue in effect until and unless
      terminated by the Board of Directors.

4.    Definitions.  The definition of key terms are as follows:

a.   "Change in Control" shall have the meaning set forth in Section 14.d.1.

b    "Committee"  means the Compensation  Committee of the Board of Directors of
     the Company,  consisting  solely of outside directors within the meaning of
     Section  162(m)  of the  Internal  Revenue  Code of 1986 and the  rules and
     regulations thereunder.

c.   "Company"  means  Alberto-Culver  Company  or  a  Subsidiary.  d.  "Covered
     Employee"  means  the Chief  Executive  Officer  and the four  most  highly
     compensated  executives (other than the Chief Executive Officer) within the
     meaning of Section 162(m) of the Internal Revenue Code of 1986, as amended,
     and the rules and regulations thereunder, as applied to the previous Fiscal
     Year or any person so designated by the Committee.  e. "Employee" means any
     person,  including an officer or director,  who is employed on a permanent,
     full-time  basis by, and receives a regular  salary from,  the Company.  f.
     "Exempt  Person" and "Exempt  Persons"  shall have the meaning set forth in
     Section 14.d.2.  g.  "Incumbent  Board" shall have the meaning set forth in
     Section 14.d.3. h. "Individual Business Objectives" means the objectives as
     set forth in a letter of  recommendation  prepared by the  Participant  and
     agreed upon by the Committee.  i.  "Participant"  means any Employee of the
     Company  who has been  selected to  participate  in the MIP. j. "Plan Year"
     shall be the Company's fiscal year for financial  reporting purposes (i.e.,
     the 12 consecutive-month  period ended September 30). k. "Subsidiary" means
     any  corporation in which the Company owns (directly or indirectly)  50% or
     more of the outstanding stock entitled to vote for directors. - 10 -

<PAGE>



l.   "Base  Salary"  means  (i) with  respect  to a Covered  Employee,  the base
     compensation  payable to a Participant during the Plan Year as fixed by the
     Compensation  Committee on the last day of the previous Plan Year; and (ii)
     with respect to all other  Participants,  the base compensation paid to the
     Participant  during the Plan Year,  exclusive of the amounts  payable under
     this MIP, the value of stock options and fringe benefits,  but inclusive of
     the amount of base compensation deferred under the Company's 401(k) plan or
     other deferred compensation plans

m.   "Bonus Award  Opportunity"  means the annual award,  stated as a percent of
     Base Salary,  which would be earned if financial and individual  objectives
     are exactly achieved.  n. "Profit Center" means a division or Subsidiary of
     the Company which is responsible for preparing and submitting  annual sales
     and pre-tax profit (loss) objectives.

5.   Eligibility.  Participation in the MIP is limited to key salaried employees
     of the Company and its  Subsidiaries.  Each Plan Year, the Committee  shall
     designate in writing those eligible  Employees who will  participate in the
     MIP during that Plan Year.  In the event an employee  who would be eligible
     to  participant  in the MIP is hired after the  beginning of the Plan Year,
     the Committee  may, but need not,  designate such employee as a Participant
     for such Plan Year; provided,  however,  that no employee shall be eligible
     to participate in the MIP for any Plan Year in which he or she was employed
     with the Company for less than four months.  In the event a new employee is
     designated  as  a  Participant,   the  Committee   shall  assign  such  new
     Participant his or her Bonus Award Opportunity for the remaining portion of
     the Plan Year and notify the new  Participant of the financial  performance
     goals and his or her Individual Business Objectives on which any cash award
     will be  based.  The  Committee  shall  make  such  adjustments  to the new
     Participant's  actual  cash  award  as the  Committee  deems  necessary  or
     appropriate  to take into  account the fact that such  Participant  was not
     employed for the entire Plan Year.

6.   Award  Opportunities.  Within 90 days  following  the beginning of the Plan
     Year, each Participant  will be assigned a Bonus Award  Opportunity for the
     Plan  Year.  Actual  awards  can range  from 0% to 150% of the Bonus  Award
     Opportunity  based  on  actual  performance  compared  to  the  performance
     objectives established for the Plan Year. The total Bonus Award Opportunity
     will relate to the performance of the Company,  one or more Profit Centers,
     Individual Business Objectives or any combination thereof.  Notwithstanding
     anything  to the  contrary  hereinabove  set forth in this  Section 6 or in
     Section 8 or 9 of the MIP, but subject in all respects to Sections 7 and 14
     of the MIP, any Bonus Award Opportunity and the amount of any annual award,
     other  than a Change in  Control  Award (as such term is defined in Section
     14.b of the MIP),  payable to any Participant other than a Covered Employee
     may be increased or decreased  as the  Committee,  in its sole  discretion,
     shall  determine based on such factors and  circumstances  as the Committee
     shall deem appropriate."

7.   Maximum Award Payable. The maximum amount payable under the MIP to a single
     Participant may not exceed $2.5 million per fiscal year of the Company.

8.    Financial Performance  Objectives.  Within 90 days following the beginning
      of the Plan Year,  the Company and each Profit Center will be assigned one
      or more financial  performance  objectives  representing the goals for the
      Company or the Profit  Center  for the Plan  Year.  Financial  performance
      objectives  will be  based  upon  sales  and  pre-tax  earnings.  For each
      financial  performance  objective,  three  levels of  performance  will be
      established:

      --     Target Level.  For  performance  equal to the target level,  50% of
             that  portion  of  the  Bonus  Award  Opportunity  assigned  to the
             performance   objective  will  be  earned.   Below  this  level  of
             performance,  no  annual  award  will be  earned  relative  to this
             performance   objective  except  as  otherwise  determined  by  the
             Committee  pursuant  to  Section 6 of the MIP with  respect  to any
             Participant other than a Covered Employee.

      --     Goal Level.  For performance equal to the goal level, 100% of that 
             portion of the Bonus Award Opportunity assigned to the performance 
             objective will be earned.
             ----------
             
      --     Super Bonus Level.  For performance equal to the super bonus level,
             150% of that portion of the Bonus Award
             -----------------
             Opportunity assigned to the performance objective will be earned.

      Each  Participant  will be  notified  in writing of his or her Bonus Award
      Opportunity,  the performance objectives set for the Company and/or his or
      her Profit  Center,  if  applicable,  and the  portion of his or her Bonus
      Award  Opportunity  allocated  to the  Participant's  Individual  Business
      Objectives, if any.

      If actual  performance falls between the target and goal or goal and super
      bonus levels, the percentage of the Bonus Award Opportunity earned will be
      determined using arithmetic interpolation.

      At the end of each Plan Year, the Committee  shall certify  whether or not
      the performance objectives have been attained by each Participant.  Except
      as  otherwise  provided  in  Section  14.a.  hereof,  no cash award may be
      payable to a Participant prior to such certification.

                                     - 11 -

<PAGE>




      The  Committee  shall  have  the  sole  authority  to  set  all  financial
      performance objectives and to modify such financial performance objectives
      during the Plan Year as deemed appropriate;  provided,  however,  that the
      Committee may not modify the performance  objectives during a Plan Year to
      increase the cash award payable to a Covered Employee.

9.    Individual Business Objectives. The Committee, at its sole discretion, may
      allocate a portion of a Participant's Bonus Award Opportunity for the Plan
      Year to the Participant's Individual Business Objectives. The three levels
      of performance  established  for the financial  performance  objectives in
      Section  8 hereof  will  also be  applicable  to the  Individual  Business
      Objectives.

10.   Administration--Powers and Duties of the Committee.

      a.   Administration.   The  Committee   shall  be   responsible   for  the
      administration  of  the  MIP.  The  Committee,   by  majority  action,  is
      authorized to interpret the MIP, to  prescribe,  amend,  and rescind rules
      and  regulations  relating  to the MIP,  to  provide  for  conditions  and
      assurances  deemed  necessary  or advisable to protect the interest of the
      Company and to make all other  determinations  necessary or advisable  for
      the administration of the MIP. Determinations,  interpretations,  or other
      actions made or taken by the Committee  pursuant to the  provisions of the
      MIP shall be final and binding and  conclusive  for all  purposes and upon
      all persons whomsoever. No member of the Committee shall be liable for any
      action or determination  made in good faith with respect to the MIP or any
      annual award made hereunder.

      b. Amendment, Modification, and Termination of MIP. The Board of Directors
      or the  Committee  may at any time  terminate,  and from  time to time may
      amend or modify the MIP,  except that no amendment by the Committee  shall
      increase the amount of an annual award payable to a  Participant  or class
      of  Participants  or allow a member of the Committee to be a  Participant.
      Termination  of the MIP shall not be  effective  with  respect to the Plan
      Year in which it occurs.

11.   Payment of Annual Award.

      a. Payment of Award.  The Company shall pay the annual award to the
      Participant as soon after the end of the Plan Year as the amount of the
      award can  practicably be determined and certified by the Committee,
      but no later than December 15th of  each year.
     
      b. Changes in Employment Status. If a Participant's  employment terminates
      during a Plan  Year or after  the end of the Plan  Year,  but prior to the
      payment of the annual award,  no award will be payable for that Plan Year.
      If the  Participant's  employment  terminates  during the Plan Year due to
      death,  disability  or  retirement,  the  Committee  shall  have  the sole
      authority  and   discretion  to  award  a  Participant   (or  his  or  her
      beneficiary)  a portion  of the  annual  award  that  would  otherwise  be
      payable.

      c.  Deferral of Award.  A  Participant  may,  in  writing,  filed with the
      Committee  within 15 days following the receipt of his or her  participant
      letter,  elect to defer  payment of his  annual  award so that it shall be
      paid in not more than five equal annual installments  commencing after his
      or her  retirement  if he or she shall  then have  attained  the age of 60
      years,  and if he or she  shall  not  then  have  attained  such  age then
      commencing  with the year he or she shall attain the age of 60 years.  The
      Committee,  in its sole discretion,  at any time, or from time to time may
      accelerate any distribution  which would otherwise be deferred in the case
      of an unforeseeable event. The Committee,  in its sole discretion,  at any
      time, or from time to time,  may prohibit or limit  deferral of any annual
      award below a specific dollar amount determined by the Committee.

      d.  Interest  Payable on Deferred  Payments.  Any annual  award to which a
      Participant  shall have  elected  deferred  payment  hereunder  shall bear
      interest at a rate  determined by the Committee.  The amount on which this
      interest  shall accrue shall be the net deferred  amount after the payment
      of  withholding  payroll  taxes,  if any. A separate  accounting  shall be
      maintained  for each  Participant  with respect to the  deferred  payments
      hereunder.

      e.   Investment  in   Alberto-Culver   Company  Stock.  As  an  additional
      alternative   to  lump  sum  cash   payment  and  at  any  time  prior  to
      distribution,  a Participant  may elect to have all or a portion of his or
      her annual  award,  less  withholding  taxes,  invested in  Alberto-Culver
      Company  common stock under the Company's  stock  purchase  plan, but this
      shall not constitute a deferred payment for purposes of this MIP.

12.  Beneficiary. If a Participant dies before receiving the annual award and/or
     any previously  deferred awards to which he or she is entitled to under the
     MIP,  such awards  shall be paid to such person  whom the  Participant  has
     designated  by an instrument  in writing,  and in a form  acceptable to the
     Board of Directors,  executed by the Participant and delivered to the Board
     of  Directors  in  care  of  the  Secretary  of  the  Company   during  the
     Participant's  lifetime. Such designation may be revoked or modified by the
     Participant  from  time to  time  by an  instrument  in  writing  in a form
     acceptable  to the Board of  Directors,  executed  by the  Participant  and
     delivered to the Board of Directors in care of the Secretary of the Company
     during the Participant's  lifetime.  If no such designation is delivered to
     the  Board  of  Directors,  or if no such  designated  beneficiary  is then
     living,  the  annual  award  shall be paid to the  surviving  spouse of the
     Participant,  or in the event  there is no such  surviving  spouse,  to the
     estate of the Participant.

                                      - 12 -





13.   Withholding Payroll Taxes. To the extent required by the laws in effect at
      the time  payments are made,  the Company  shall  withhold from the annual
      cash,  stock or  deferred  award made  hereunder  an amount  necessary  to
      satisfy any taxes  required to be withheld  for federal,  state,  or local
      governmental purposes.

14.  Change in Control.

a.   Application.   Notwithstanding   any  other  provision  of  the  Plan,  the
     provisions  of this  Section  14 shall  apply on and  after the date that a
     Change in Control (as defined in Section 14.d.1.) occurs. Any award payable
     to a  Participant  pursuant to this  Section 14 for a Plan Year shall be in
     lieu of any award otherwise payable under the Plan.

     b.  Determination  of Awards.  Upon the occurrence of a Change in Control,
     each  Participant  shall be  eligible  to  receive  an award (a "Change in
     Control  Award")  equal to (i) an annual  amount  calculated  based on the
     assumption that the financial performance of the Company or Profit Center,
     as the case may be, and the  achievement of the  Participant's  Individual
     Business  Objectives,  if any, are each equal to the "Goal Level" for such
     Plan Year as  described  in  Section 8 of the Plan,  multiplied  by (ii) a
     fraction,  the  numerator of which is the number of whole months that have
     elapsed  in the Plan  Year as of the date on which the  Change in  Control
     occurs  (including the month in which such Change in Control occurs if the
     date of such Change in Control is on or after the 16th of the month),  and
     the  denominator  of which is  twelve.  The  amount of any such  Change in
     Control Award shall not be subject to revision or adjustment.

     c.  Payment of Awards.

             1. Payment.  Notwithstanding anything in this Plan to the contrary,
             each Participant (or Beneficiary  thereof) shall be paid the Change
             in Control Award,  determined  pursuant to Section 14.b.,  no later
             than 30 days  after  the date of the  occurrence  of the  Change in
             Control (the "Payment Date"), in the form of a single lump sum cash
             payment.  Such award  shall not be subject  to  forfeiture  for any
             reason.

             2.  Interest  on  Late  Payment.  If any  amount  to be  paid  to a
             Participant (or Beneficiary thereof) pursuant to Section 14.c.1. is
             not paid in full by the Payment  Date,  then the Company shall also
             pay to that  Participant  (or  Beneficiary)  interest on the unpaid
             amount for the period  beginning  on the Payment Date and ending on
             the date that the amount is paid in full. The amount of interest to
             be paid to a Participant (or Beneficiary  thereof) pursuant to this
             Section 14.c.2. shall be computed using an annual rate equal to two
             percent  above the  prime  rate  from  time to time in  effect,  as
             published under "Money Rates" in The Wall Street Journal, but in no
             event  higher  than  the  maximum  legal  rate  permissible   under
             applicable law.  Payments received by a Participant (or Beneficiary
             thereof)  under the Plan shall be credited  first  against  accrued
             interest until all accrued interest is paid in full before any such
             payment is credited  against the amount payable pursuant to Section
             14.c.1.
<PAGE>

     d.     Definitions.

             1.  The term "Change in Control" means:

             A.  The occurrence of any one or more of the following events:

                         (i) The acquisition by any individual,  entity or
                         group (a "Person"), including any "person" within
                         the  meaning of Section  13(d)(3)  or 14(d)(2) of
                         the  Securities  Exchange Act of 1934, as amended
                         (the  "Exchange  Act"),  of beneficial  ownership
                         within  the  meaning  of Rule  13d-3  promulgated
                         under the Exchange Act of both (x) 20% or more of
                         the combined voting power of the then outstanding
                         securities  of  the  Company   entitled  to  vote
                         generally  in  the  election  of  directors  (the
                         "Outstanding  Company Voting Securities") and (y)
                         combined  voting  power  of  Outstanding  Company
                         Voting  Securities  in  excess  of  the  combined
                         voting power of the  Outstanding  Company  Voting
                         Securities  held by the Exempt  Persons  (as such
                         term is defined in  Section  14.d.2.);  provided,
                         however,  that a  Change  in  Control  shall  not
                         result  from an  acquisition  of  Company  Voting
                         Securities:

                           (a)  directly from the Company, except as otherwise 
                                provided in Section 14.d.1.B(i);

                           (b)  by the Company, except as otherwise provided in
                                Section 14.d.1.B(ii);

                           (c)  by an Exempt Person;

                           (d)  by an employee benefit plan (or related trust)
                                sponsored or maintained by the Company
                                or any corporation controlled by the Company; or


                                              - 13 -

<PAGE>



                       (e)     by  any  corporation  pursuant  to a
                               reorganization,  merger or consolidation
                               involving the Company,  if,  immediately
                               after  such  reorganization,  merger  or
                               consolidation,  each  of the  conditions
                               described  in  clauses  (a)  and  (b) of
                               Section     14.d.1.A(iii)    shall    be
                               satisfied.

                               (ii) The  cessation for any reason of the members
                               of the  Incumbent  Board (as such term is defined
                               below) to  constitute  at least a majority of the
                               Board of Directors.

                               (iii) Approval by the stockholders of the Company
                               of  a  reorganization,  merger  or  consolidation
                               unless, in any such case,  immediately after such
                               reorganization, merger or consolidation:

                                        (a) more than 60% of the combined voting
                                        power of the then outstanding securities
                                        of the  corporation  resulting from such
                                        reorganization,  merger or consolidation
                                        entitled  to  vote   generally   in  the
                                        election    of    directors    is   then
                                        beneficially    owned,    directly    or
                                        indirectly,  by all or substantially all
                                        of the  individuals or entities who were
                                        the  beneficial  owners of the  combined
                                        voting  power of all of the  Outstanding
                                        Company  Voting  Securities  immediately
                                        prior to such reorganization,  merger or
                                        consolidation; and

                                        (b) at least a majority  of the  members
                                        of  the  board  of   directors   of  the
                                        corporation    resulting    from    such
                                        reorganization,  merger or consolidation
                                        were members of the  Incumbent  Board at
                                        the time of the execution of the initial
                                        agreement  or  action  of the  Board  of
                                        Directors     providing     for     such
                                        reorganization, merger or consolidation.

                               (iv) Approval by the  stockholders of the Company
                               of  the  sale  or  other  disposition  of  all or
                               substantially  all of the  assets of the  Company
                               other than (x) pursuant to a tax-free spin-off of
                               a  subsidiary  or  other  business  unit  of  the
                               Company or (y) to a  corporation  with respect to
                               which,  immediately  after  such  sale  or  other
                               disposition:

                                    (a) more than 60% of the combined voting
                                    power of the then outstanding securities
                                    thereof  entitled to vote  generally  in
                                    the   election  of   directors  is  then
                                    beneficially    owned,    directly    or
                                    indirectly,  by all or substantially all
                                    of the individuals and entities who were
                                    the  beneficial  owners of the  combined
                                    voting  power of all of the  Outstanding
                                    Company  Voting  Securities  immediately
                                    prior to such sale or other disposition;
                                    and

                                    (b) at least a majority  of the  members
                                    of the board of  directors  thereof were
                                    members  of the  Incumbent  Board at the
                                    time  of the  execution  of the  initial
                                    agreement  or  action  of the  Board  of
                                    Directors  providing  for  such  sale or
                                    other disposition.

                               (v)  Approval by the stockholders of the Company
                                    of a plan of complete liquidation or
                                    dissolution of the Company.

                     B.  Notwithstanding the provisions of Section 14.d.1.A(i):

                            (i) no acquisition  of Company Voting  Securities
                            shall  be  subject  to  the  exception  from  the
                            definition  of Change  in  Control  contained  in
                            clause  (a)  of  Section   14.d.1.A(i)   if  such
                            acquisition  results  from  the  exercise  of  an
                            exercise, conversion or exchange privilege unless
                            the  security  being so  exercised,  converted or
                            exchanged was acquired directly from the Company;
                            and

                            (ii)  for  purposes  of  clause  (b)  of  Section
                            14.d.1.A(i),   if  any  Person  (other  than  the
                            Company, an Exempt Person or any employee benefit
                            plan (or related  trust)  sponsored or maintained
                            by the Company or any  corporation  controlled by
                            the Company)  shall,  by reason of an acquisition
                            of  Company  Voting  Securities  by the  Company,
                            become the beneficial owner of (x) 20% or more of
                            the  combined  voting  power  of the  Outstanding
                            Company Voting Securities and (y) combined voting
                            power of Outstanding Company Voting Securities in
                            excess  of  the  combined  voting  power  of  the
                            Outstanding Company Voting Securities held by the
                            Exempt Persons, and such Person shall, after such
                            acquisition of Company  Voting  Securities by the
                            Company,  become  the  beneficial  owner  of  any
                            additional  Outstanding Company Voting Securities
                            and  such   beneficial   ownership   is  publicly
                            announced,  such additional  beneficial ownership
                            shall constitute a Change in Control.

                     2.  The term "Exempt Person" (and collectively, the 
                         "Exempt Persons") means:

                               A.  Leonard H. Lavin or Bernice E. Lavin;


                                             - 14 -

<PAGE>



                               B.  any descendant of Leonard H. Lavin and 
                                   Bernice E. Lavin or the spouse of any 
                                   such descendant;

                               C.  the estate of any of the persons described
                                   in Section 14.d.2.A. or B.;

                               D.  any trust or similar arrangement for the
                                   benefit of any person described in Section
                                   14.d.2.A. or B.; or
                               

                               E.  the Lavin Family Foundation or any other
                                   charitable organization established by any 
                                   person described in Section 14.d.2.A. or B.

                     3. The term "Incumbent  Board" means those individuals who,
                     as of October 24, 1996,  constitute the Board of Directors,
                     provided that:

                               A. any  individual  who becomes a director of the
                               Company  subsequent to such date whose  election,
                               or  nomination  for  election  by  the  Company's
                               stockholders,  was approved either by the vote of
                               at  least  a  majority  of  the  directors   then
                               comprising the Incumbent  Board or by the vote of
                               at least a majority of the combined  voting power
                               of the Outstanding Company Voting Securities held
                               by the  Exempt  Persons  shall be  deemed to have
                               been a member of the Incumbent Board; and

                               B. no individual  who was initially  elected as a
                               director  of the Company as a result of an actual
                               or threatened election contest, as such terms are
                               used in Rule 14a-11 of Regulation 14A promulgated
                               under the  Exchange  Act, or any other  actual or
                               threatened solicitation of proxies or consents by
                               or on behalf of any  Person  other than the Board
                               of  Directors  or the  Exempt  Persons  shall  be
                               deemed  to have  been a member  of the  Incumbent
                               Board.

15.  No Employment Rights.  Nothing in this MIP shall interfere with or limit in
     any way the right of the Company to terminate any Participant's  employment
     at any time for any  reason,  or confer upon any  Participant  any right to
     continue in the employ of the Company or its Subsidiaries.

16.   Non-Assignability.   Except  as  provided  herein  upon  the  death  of  a
      Participant,  no right or interest of a  Participant  in any annual  award
      shall be (a)  assignable  or  transferable  in  whole  or in part,  either
      directly  or by  operation  of  law  or  otherwise;  (b)  subject  to  any
      obligation  or  liability  of any  person;  or (c)  subject  to seizure or
      assignment or transfer through execution,  levy, garnishment,  attachment,
      pledge, bankruptcy, or in any other manner.

17.   Stockholder  Adoption.  The MIP shall be submitted to the  stockholders of
      the  Company for their  approval  and  adoption  at the annual  meeting of
      stockholders to be held on January 26, 1995, or any  adjournment  thereof.
      No award shall be payable  hereunder  unless and until the MIP has been so
      approved  and  adopted.   Thereafter,   the  MIP  shall  be  submitted  to
      stockholders for reapproval every five years.



286682.01

                                      - 15 -


     
     

                                                             Exhibit 10(b)
                                                                             

                           ALBERTO-CULVER COMPANY

                     EMPLOYEE STOCK OPTION PLAN OF 1988

                   (as amended through October 24, 1996)


1.    Purpose of ACSOP

      The Alberto-Culver Company Employee Stock Option Plan of 1988 (hereinafter
called the  "ACSOP") is intended to  encourage  ownership  of the Class A common
stock of Alberto-Culver  Company  (hereinafter called the "Company") by eligible
key employees of the Company and its subsidiaries and to provide  incentives for
them to make maximum  efforts for the success of the business.  Options  granted
under the ACSOP will be non-qualified  options (not incentive options as defined
in Section 422 of the Internal Revenue Code of 1986, as amended).

2.    Eligibility

      Key  employees of the Company and its  subsidiaries  who perform  services
which contribute materially to the management,  operation and development of the
business  ("Optionees")  will be eligible to receive options under the ACSOP. At
their request,  Mr. Leonard H. Lavin and Mrs. Bernice E. Lavin are ineligible to
receive options under the ACSOP.

3.    Administration

      The Compensation  Committee of the Board of Directors of the Company, each
of whom  shall be a  "Non-Employee  Director,"  as that  term is  defined  under
Section 16 of the Securities  Exchange Act of 1934 (the "Exchange  Act") and the
rules thereunder  (hereinafter called the "Committee") shall have full power and
authority,  subject to the express  provisions  of the ACSOP,  to determine  the
purchase  price of the stock  covered by each option,  the Optionees to whom and
the time or times at which options shall be granted, the terms and conditions of
the options,  including the terms of payment therefor,  and the number of shares
of stock to be covered by each option.  The  Committee  shall have full power to
construe, administer and interpret the ACSOP, and full power to adopt such rules
and regulations as the Committee may deem desirable to administer the ACSOP, and
no member of the Committee shall be liable for any action or determination  made
in good faith with respect to the ACSOP or any option thereunder.

      The Committee may, in its  discretion,  delegate to a committee of members
of the Committee its authority  with respect to such matters under the ACSOP and
options granted under the ACSOP as the Committee may specify.

4.    Number of Shares of Stock to be Offered

      The Committee may authorize from time to time the issuance pursuant to the
ACSOP of shares not to exceed 3,200,000 of the Company's Class A common stock in
the aggregate,  subject to adjustment under paragraph 10 hereof.  Such shares of
Class A common stock which may be issued  pursuant to options  granted under the
ACSOP may be authorized and unissued  shares or issued and reacquired  shares as
the Committee from time to time may  determine.  If any option granted under the
ACSOP shall  terminate or be  surrendered  or expire  unexercised in whole or in
part,  the shares of stock so released  from such option may be made the subject
of additional options granted under the ACSOP.

5.    Option Price

      The purchase price under each option  granted  pursuant to the ACSOP shall
be  determined by the Committee but shall not be less than the Fair Market Value
(as defined below) of the Company's  Class A common stock at the time the option
is  granted.  For  purposes of the ACSOP,  "Fair  Market  Value"  shall mean the
average  of the high  and low  transaction  prices  of a share of Class A common
stock as reported in the New York Stock Exchange  Composite  Transactions on the
date as of which  such  value  is  being  determined  or,  if there  shall be no
reported  transactions  for such  date,  on the next  preceding  date for  which
transactions were reported.

6.    Grant of Options

      No option  may be granted  under the ACSOP  after  January  20,  2003.  In
addition,  the Committee may not grant to any individual  Optionee in any fiscal
year an option or options with  respect to more than  150,000  shares of Class A
common stock.



                                  - 16 -





7.    Term and Exercise of Options

      (a) Each option granted shall provide that it is not exercisable after the
expiration  of ten (10)  years  from the date the  option is  granted,  and each
option shall be subject to the following limitations upon its exercise:

      (i)    Except as otherwise provided in paragraph 11(a) hereof, no option
             may be exercised until the expiration of one (1) year following
             the grant of the option.

      (ii)   Except as otherwise  provided in  paragraph  11(a)  hereof,  on the
             anniversary  date of the  grant of the  option  in each of the four
             calendar years  immediately  following the year of the grant of the
             option,  the right to  purchase  twenty-five  percent  (25%) of the
             total  number of  shares of stock  specified  in the  option  shall
             accrue  to  the   Optionee.   Each  such  right  to  purchase  such
             twenty-five percent (25%) may be exercised, in whole or in part, at
             any time after such right  accrues and prior to the  expiration  of
             ten (10) years from the date of the grant of the option.

      (b) Notwithstanding the foregoing, the Committee may in its discretion (i)
specifically provide at the date of grant for another time or times of exercise;
(ii)  accelerate  the  exercisability  of any  option  subject to such terms and
conditions as the Committee  deems  necessary and  appropriate to effectuate the
purpose of the ACSOP  including,  without  limitation,  a  requirement  that the
Optionee  grant to the Company an option to  repurchase  all or a portion of the
number of shares acquired upon exercise of the accelerated option for their Fair
Market Value on the date of grant;  or (iii) at any time prior to the expiration
or termination of any option previously  granted,  extend the term of any option
(including  such  options  held by officers or  directors)  for such  additional
period  as the  Committee,  in its  discretion,  shall  determine.  In no event,
however, shall the aggregate option period with respect to any option, including
the original term of the option and any extensions thereof, exceed ten years.

      (c) An option may be exercised by giving  written  notice to the Secretary
of the Company  specifying the number of shares to be purchased,  accompanied by
the full purchase price for the shares to be purchased  either in cash, by check
or by delivery of shares of Class A common stock,  or by a combination  of these
methods of payment.  For this purpose, the per share value of the Class A common
stock shall be the Fair Market Value on the date of exercise,  as  determined by
the Committee.

      (d) At any time when an  Optionee  is  required  to pay to the  Company an
amount  required to be  withheld  under  applicable  income tax or other laws in
connection  with the  exercise  of an option,  the  Optionee  may  satisfy  this
obligation  in whole or in part by making an election  ("Election")  to have the
Company  withhold  shares  of Class A common  stock of the  Company,  or, if the
Committee so  determines,  by  delivering  shares of Class A common stock of the
Company ("Delivery") having a value equal to the amount required to be withheld.
The value of the shares to be withheld or  delivered  shall be based on the Fair
Market  Value of the Class A common stock of the Company on the date of exercise
(the "Tax Date").  Each Election or Delivery must be made on or prior to the Tax
Date and shall be  irrevocable.  The  Committee may  disapprove  any Election or
Delivery or may suspend or terminate the right to make Elections or Deliveries.

8.    Continuity of Employment

      (a)  Each option shall be subject to the following in addition to the
           restrictions set forth in paragraphs 6 and 7 hereof:

      (i)    If an Optionee  dies  without  having  fully  exercised  his or her
             option,  the  executors or  administrators  of his or her estate or
             legatees or distributees shall have the right during a one (1) year
             period  following his or her death (but not after the expiration of
             the term of such  option) to  exercise  such  option in whole or in
             part but only to the extent that the Optionee  could have exercised
             it at the date of his or her death.

      (ii)   If an Optionee's  termination of employment is due to retirement or
             physical  disability,  the Optionee's  option shall terminate three
             (3) months  after his or her  termination  of  employment  (but not
             after  the  expiration  of the  term  of  such  option)  and may be
             exercised  only  to  the  extent  that  such  Optionee  could  have
             exercised it at the date of his or her termination of employment.

     (iii)   If an  Optionee's  termination  of  employment is for any reason
     other than death, retirement or physical disability,  the Optionee's option
     shall  terminate upon said  termination of employment and the Company shall
     have the  right  within a period  of one year  after  said  termination  of
     employment  to  reacquire  at the option  price any stock  acquired  by the
     Optionee  by exercise  of an option  within  ninety (90) days prior to said
     termination of employment;  provided,  however, that if such termination of
     employment occurs following a Change in Control (as such term is defined in
     paragraph  11(b) hereof),  the Optionee's  option shall terminate three (3)
     months  after  his or her  termination  of  employment  (but not  after the
     expiration  of the term of such  option) and may be exercised to the extent
     that  such  Optionee  could  have  exercised  it at the  date of his or her
     termination  of employment and the Company shall have no right to reacquire
     any stock acquired by the Optionee by exercise of an option.

                                     - 17 -

<PAGE>



      (b) Nothing  contained in the ACSOP or any option granted  pursuant to the
ACSOP shall confer upon any Optionee any right to be continued in the employment
of the Company or any  subsidiary or shall prevent the Company or any subsidiary
from  terminating an Optionee's  employment at any time,  with or without cause.
The  determination  by the Committee of whether an  authorized  leave of absence
constitutes a termination of employment shall be final, conclusive and binding.

9.    Non-Transferability of Options

      An option granted under the ACSOP shall not be assignable or  transferable
by such Optionee otherwise than by will or the laws of descent and distribution,
and an option shall be  exercisable  during the lifetime of the Optionee only by
him  or  her.  An  option  transferred  by  will  or the  laws  of  descent  and
distribution may only be exercised by the legatee or distributee  during the one
year period  following  the  Optionee's  death and may only be  exercised to the
extent it was exercisable by the Optionee prior to his or her death.

10.   Adjustment upon Change in Stock

      Each  option and the number and kind of shares  subject to future  options
under the ACSOP will be adjusted,  as may be  determined  to be equitable by the
Committee,  in the event there is any change in the  outstanding  Class A common
stock of the Company by reason of a stock  dividend,  recapitalization,  merger,
consolidation, split-up, combination or exchange of shares, or the like, and the
Committee's   determination  of  such  adjustment  provisions  shall  be  final,
conclusive and binding.

11.   Change in Control

      (a) (1)  Notwithstanding  any  provision  of the ACSOP,  in the event of a
      Change  in  Control,   all  outstanding   options  shall   immediately  be
      exercisable  in full and shall be subject to the  provisions  of paragraph
      11(a)(2)  or  11(a)(3),  to the  extent  that  either  such  paragraph  is
      applicable.

             (2)  Notwithstanding  any provision of the ACSOP, in the event of a
      Change in Control in  connection  with which the  holders of shares of the
      Company's  Class A common  stock  receive  shares of common stock that are
      registered  under Section 12 of the Exchange Act, all outstanding  options
      shall  immediately  be  exercisable in full and there shall be substituted
      for each share of the Company's  Class A common stock  available under the
      ACSOP,  whether or not then subject to an outstanding  option,  the number
      and class of shares  into which each  outstanding  share of the  Company's
      Class A common  stock  shall  be  converted  pursuant  to such  Change  in
      Control.  In the event of any such  substitution,  the purchase  price per
      share of each option shall be  appropriately  adjusted by the Committee or
      the committee to which authority has been delegated  pursuant to paragraph
      3 hereof, such adjustments to be made without an increase in the aggregate
      purchase price.

             (3)  Notwithstanding  any provision in the ACSOP, in the event of a
      Change in Control in  connection  with which the holders of the  Company's
      Class A common  stock  receive  consideration  other than shares of common
      stock that are  registered  under  Section 12 of the  Exchange  Act,  each
      outstanding  option  shall be  surrendered  to the  Company  by the holder
      thereof,  and each such  option  shall  immediately  be  cancelled  by the
      Company,  and the  holder  shall  receive,  within  ten  (10)  days of the
      occurrence  of such Change in Control,  a cash payment from the Company in
      an amount  equal to the number of shares of the  Company's  Class A common
      stock then subject to such option,  multiplied  by the excess,  if any, of
      (i) the greater of (A) the highest per share price offered to stockholders
      of the  Company in any  transaction  whereby  the Change in Control  takes
      place or (B) the Fair  Market  Value of a share of the  Company's  Class A
      common stock on the date of  occurrence of the Change in Control over (ii)
      the purchase price per share of the Company's Class A common stock subject
      to the option. The Company may, but is not required to, cooperate with any
      person who is subject to Section 16 of the Exchange Act to assure that any
      cash payment in  accordance  with the  foregoing to such person is made in
      compliance  with  Section  16 of  the  Exchange  Act  and  the  rules  and
      regulations thereunder.

      (b)  "Change in Control" means:

             (1)  The occurrence of any one or more of the following events:

                     (A) The acquisition by any  individual,  entity or group (a
             "Person"),  including  any  "person"  within the meaning of Section
             13(d)(3) or 14(d)(2) of the  Exchange Act of  beneficial  ownership
             within the meaning of Rule 13d-3 promulgated under the Exchange Act
             of both (x) 20% or more of the  combined  voting  power of the then
             outstanding securities of the Company entitled to vote generally in
             the  election  of  directors  (the   "Outstanding   Company  Voting
             Securities")  and (y) combined voting power of Outstanding  Company
             Voting  Securities  in excess of the  combined  voting power of the
             Outstanding  Company Voting  Securities  held by the Exempt Persons
             (as such term is defined in paragraph  11(c));  provided,  however,
             that a Change in Control  shall not result from an  acquisition  of
             Company Voting Securities:

                                       - 18 -

<PAGE>



                           (i)   directly from the Company, except as otherwise
                                 provided in paragraph 11(b)(2)(A);
 
                           (ii)  by the Company, except as otherwise provided 
                                 in paragraph 11(b)(2)(B);

                           (iii) by an Exempt Person;

                           (iv)  by an employee benefit plan (or related trust)
                                 sponsored or maintained by the Company or any
                                 corporation controlled by the Company; or

                           (v)  by any corporation  pursuant to a 
                                reorganization,  merger or consolidation
                                involving the Company, if, immediately after 
                                such reorganization, merger or consolidation,
                                each of the conditions described in clauses
                                (i) and (ii) of paragraph 11(b)(1)(C) shall be 
                                satisfied.
     

                     (B) The  cessation  for any  reason of the  members  of the
             Incumbent  Board (as such term is  defined in  paragraph  11(d)) to
             constitute  at least a majority  of the Board of  Directors  of the
             Company (hereinafter called the "Board").

                     (C)  Approval  by  the  stockholders  of the  Company  of a
             reorganization,  merger or consolidation  unless, in any such case,
             immediately after such reorganization, merger or consolidation:

                           (i) more than 60% of the combined voting power of the
                     then  outstanding  securities of the corporation  resulting
                     from such reorganization,  merger or consolidation entitled
                     to vote  generally  in the  election of  directors  is then
                     beneficially  owned,  directly  or  indirectly,  by  all or
                     substantially  all of the  individuals or entities who were
                     the beneficial  owners of the combined  voting power of all
                     of the Outstanding  Company Voting  Securities  immediately
                     prior to such reorganization, merger or consolidation; and

                           (ii) at least a majority  of the members of the board
                     of  directors  of  the  corporation   resulting  from  such
                     reorganization, merger or consolidation were members of the
                     Incumbent Board at the time of the execution of the initial
                     agreement  or  action  of  the  Board  providing  for  such
                     reorganization, merger or consolidation.

                     (D) Approval by the stockholders of the Company of the sale
             or other  disposition of all or substantially  all of the assets of
             the Company  other than (x)  pursuant  to a tax-free  spin-off of a
             subsidiary  or  other  business  unit  of the  Company  or (y) to a
             corporation with respect to which,  immediately  after such sale or
             other disposition:

                           (i) more than 60% of the combined voting power of the
                     then  outstanding   securities  thereof  entitled  to  vote
                     generally in the election of directors is then beneficially
                     owned, directly or indirectly,  by all or substantially all
                     of the  individuals  and entities  who were the  beneficial
                     owners  of  the  combined   voting  power  of  all  of  the
                     Outstanding Company Voting Securities  immediately prior to
                     such sale or other disposition; and

                           (ii) at least a majority  of the members of the board
                     of directors thereof were members of the Incumbent Board at
                     the  time of the  execution  of the  initial  agreement  or
                     action  of the  Board  providing  for  such  sale or  other
                     disposition.

                     (E) Approval by the  stockholders  of the Company of a plan
             of complete liquidation or dissolution of the Company.

             (2)  Notwithstanding the provisions of paragraph 11(b)(1):

                     (A) no acquisition of Company  Voting  Securities  shall be
             subject to the exception  from the  definition of Change in Control
             contained   in  clause  (i)  of  paragraph   11(b)(1)(A)   if  such
             acquisition results from the exercise of an exercise, conversion or
             exchange   privilege   unless  the  security  being  so  exercised,
             converted or exchanged was acquired directly from the Company; and

                     (B) for purposes of clause (ii) of  paragraph  11(b)(1)(A),
             if any Person  (other  than the  Company,  an Exempt  Person or any
             employee benefit plan (or related trust) sponsored or maintained by
             the Company or any corporation controlled by the Company) shall, by
             reason  of an  acquisition  of  Company  Voting  Securities  by the
             Company,  become  the  beneficial  owner  of (x) 20% or more of the
             combined voting power of the Outstanding  Company Voting Securities
             and  (y)  combined  voting  power  of  Outstanding  Company  Voting
             Securities   in  excess  of  the  combined   voting  power  of  the
             Outstanding  Company Voting  Securities held by the Exempt Persons,
             and

                                       - 19 -

<PAGE>



             such  Person  shall,  after  such  acquisition  of  Company  Voting
             Securities  by the  Company,  become  the  beneficial  owner of any
             additional   Outstanding   Company   Voting   Securities  and  such
             beneficial   ownership  is  publicly  announced,   such  additional
             beneficial ownership shall constitute a Change in Control.

      (c)  "Exempt Person" (and collectively, the "Exempt Persons") means:

             (1)  Leonard H. Lavin or Bernice E. Lavin;

             (2)  any descendant of Leonard H. Lavin and Bernice E. Lavin or
                  the spouse of any such descendant;

             (3)  the estate of any of the persons described in paragraph
                  11(c)(1) or (2);

             (4)  any trust or similar arrangement for the benefit of any
                  person described in paragraph 11(c)(1) or (2); or
      

             (5)  the  Lavin   Family   Foundation   or  any  other   charitable
                  organization  established by any person described in paragraph
                  11(c)(1) or (2).
      

      (d) "Incumbent Board" means those individuals who, as of October 24, 1996,
      constitute the Board, provided that:

             (1) any individual who becomes a director of the Company subsequent
      to such date whose  election,  or nomination for election by the Company's
      stockholders,  was  approved  either by the vote of at least a majority of
      the directors  then  comprising  the Incumbent  Board or by the vote of at
      least a majority of the combined voting power of the  Outstanding  Company
      Voting  Securities held by the Exempt Persons shall be deemed to have been
      a member of the Incumbent Board; and

             (2) no individual  who was  initially  elected as a director of the
      Company as a result of an actual or threatened  election contest,  as such
      terms are used in Rule  14a-11 of  Regulation  14A  promulgated  under the
      Exchange Act, or any other actual or threatened solicitation of proxies or
      consents by or on behalf of any Person  other than the Board or the Exempt
      Persons shall be deemed to have been a member of the Incumbent Board.

12.   Amendment and Discontinuance

      The Board, without further approval of the stockholders,  may, at any time
and from time to time,  suspend or discontinue  the ACSOP in whole or in part or
amend the ACSOP in such  respects  as the Board may deem  proper and in the best
interests  of the Company or as may be  advisable,  provided,  however,  that no
suspension or amendment shall be made which would:

      (i)    Adversely affect or impair any option previously granted under the
             ACSOP without the consent of the Optionee, or

      (ii)   Except as specified in paragraph  10,  increase the total number of
             shares for which options may be granted under the ACSOP or decrease
             the minimum price at which options may be granted under the ACSOP.

13.   Effective Date

      The ACSOP,  as amended,  has been adopted and  authorized by the Board for
submission to the  stockholders of the Company.  If the ACSOP is approved by the
affirmative  vote of a majority  of the votes  attributable  to the  outstanding
shares  of the  Company's  common  stock,  it shall  be  deemed  to have  become
effective  on October 27,  1994,  the date of adoption by the Board,  subject to
stockholder approval.




249458.04

                                    - 20 -



                                                               Exhibit 10(c)

                   1994 SHAREHOLDER VALUE INCENTIVE PLAN
                          ALBERTO-CULVER COMPANY

                  (as amended through October 24, 1996)

I.  GENERAL


     1.1  Purpose of the SVIP

     The 1994  Shareholder  Value Incentive Plan ("SVIP") of the  Alberto-Culver
Company  ("Company") is intended to advance the best interests of the Company by
providing  key  salaried  employees  who  have  substantial  responsibility  for
corporate management and growth with additional  incentives through the grant of
awards  based upon  Total  Shareholder  Return as  defined  in  Section  1.2(i),
thereby:  (1) more closely linking the interests of key salaried  employees with
shareholders,  (2) increasing the personal stake of such key salaried  employees
in the continued success and growth of the Company,  and (3) encouraging them to
remain in the employ of the Company.

     1.2  Definitions

     The following definitions apply with respect to the SVIP:

     (a)      "Change in Control" shall have the meaning assigned to such term
               in Section 3.8(b).

     (b)      "Committee" shall mean the Compensation  Committee of the Board of
              Directors of the  Alberto-Culver  Company,  consisting of at least
              two outside  directors,  as that term is defined in Section 162(m)
              of the Internal Revenue Code of 1986 and the rules and regulations
              thereunder.

     (c)      "Common Stock" shall mean the Class A common stock of the Company,
              $.22 par value.

     (d)      "Disability"  shall have the  meaning  provided  in the  Company's
              applicable   disability   plan  or,  in  the  absence  of  such  a
              definition,   when  a  Participant  becomes  totally  disabled  as
              determined by a physician  mutually  acceptable to the Participant
              and the Committee before attaining his or her 65th birthday and if
              such  total  disability  continues  for more  than  three  months.
              Disability does not include any condition  which is  intentionally
              self-inflicted or caused by illegal acts of the Participant.

     (e)      "Exempt Person" and "Exempt Persons" shall have the meaning 
              assigned to such terms in Section
              3.8(c).

     (f)     "Incumbent Board" shall have the meaning assigned to such term in
              Section 3.8(d).

     (g)     "Participant" shall have the meaning assigned to it in
              Section 1.4.

     (h)     "Performance  Period"  shall  mean any  three  consecutive
              fiscal years as set forth in the Participant's Performance
              Unit Agreement.

     (i)     "Performance Unit" shall have the meaning assigned to it in
              Section 2.1(a).

     (j)     "Performance Unit Agreement" shall have the meaning 
              assigned to it in Section 2.1(b).

     (k)     "Retirement"  shall have the  meaning  provided  in the  Company's
              Employees'  Profit  Sharing  Plan  or,  in the  absence  of such a
              definition,  the  first day of the  month  following  the month in
              which the Participant attains his or her 65th birthday.

     (l)     "Total Shareholder  Return" or "TSR" means the percentage by which
              the ending per share price of the Common Stock  (determined as the
              average  closing  price  for the ten  trading  days  prior  to and
              including the last date of the applicable  Performance Period), as
              adjusted  for any  stock  split  or other  recapitalization,  plus
              reinvested dividends, exceeds the beginning per share price of the
              Common Stock  (determined as the average closing price for the ten
              trading  days  prior  to  and  including  the  first  date  of the
              applicable Performance Period).



                                      - 21 -

<PAGE>



     1.3  Administration of the SVIP

     The SVIP shall be administered  by the Committee.  The Committee shall have
full and  final  authority  in its  discretion  to  interpret  conclusively  the
provisions of the SVIP, to adopt such rules and regulations for carrying out the
SVIP  and to make  all  other  determinations  necessary  or  advisable  for the
administration of the SVIP.

     The  Committee  shall  meet at least  once each  fiscal  year,  and at such
additional  times as it may  determine to designate the eligible  employees,  if
any,  to be  granted  Performance  Units  under  the  SVIP,  the  amount of such
Performance  Units and the time when  Performance  Units  will be  granted.  All
Performance  Units  granted  under the SVIP shall be on the terms and subject to
the conditions hereinafter provided.

     1.4  Eligible Participants

     Key  salaried  employees  of the  Company  and its  subsidiaries  shall  be
eligible to participate in the SVIP (any employee  receiving a Performance  Unit
under the SVIP hereinafter referred to as a "Participant").

     1.5  Limitation on Grants

     The maximum amount payable under the SVIP to a single  Participant  may not
exceed $2.5 million per fiscal year of the Company.


                               II. PERFORMANCE UNITS

     2.1  Terms and Conditions of Grants

(a)  Performance  Units may be  granted to  Participants  prior to or within the
     first ninety (90) days  following the  beginning of a  Performance  Period.
     Each Performance Unit shall have a value determined by the Committee at the
     time of the grant.  Initially each  Performance Unit shall have a value set
     at  $1,000.  Each  Participant  shall be  eligible  to receive a cash award
     payable  following the end of a Performance  Period, or earlier pursuant to
     Section 3.8(a) in the event of a Change in Control,  if the Common Stock of
     the Company has met the objectives  established  by the  Committee,  as set
     forth below.

(b)  At the time Performance  Units are granted to  Participants,  the Committee
     shall establish objectives based on the percentile rank of the Common Stock
     of the Company  measured by Total  Shareholder  Return among the  companies
     comprising  the  Standard  & Poor's  500  ("S&P  500").  In  addition,  the
     Committee  shall establish a matrix to determine the cash awards payable to
     Participants upon attainment of these objectives.  Within 90 days following
     the beginning of a Performance  Period,  each Participant  shall receive an
     agreement  which  shall set forth the  Performance  Period,  the  number of
     Performance Units granted and the objectives and matrix  established by the
     Committee (hereinafter referred to as a "Performance Unit Agreement").

(c)  No cash award will be payable if the  Company's  TSR as a percentile  among
     the S&P 500  companies  is less than the 50th  percentile,  and the maximum
     cash  award  payable  is 300% of the  target  cash  award.  If the TSR as a
     percentile  among the S&P 500  companies is not  specifically  shown in the
     matrix  established by the Committee and set forth in the Performance  Unit
     Agreement, the Committee shall interpolate between the amounts shown.

(d)  At the end of each  Performance  Period,  or  earlier  pursuant  to Section
     3.8(a) in the event of a Change in Control, the Common Stock of the Company
     will be  ranked  based on Total  Shareholder  Return  among  the  companies
     comprising the S&P 500. The Committee  shall certify the Company's  ranking
     and the attainment of the objectives  established by the Committee for each
     Performance  Period or, in the event of a Change in  Control,  the  elapsed
     portion of the  Performance  Period in which such  Change in Control  shall
     have  occurred.  No cash  award  may be paid  under  this  SVIP  until  the
     Committee has made such certification.

     2.2  Payment

     Cash awards  approved by the Committee will be distributed on or before the
     15th day of the third month following the end of the Performance Period or,
     in the event of a Change in Control,  within 30 days  following such Change
     in Control.

     2.3  Termination of Employment

(a)  If  a  Participant's  employment  is  terminated  prior  to  the  end  of a
     Performance Period because of death,  Retirement or Disability,  the extent
     to which a Performance Unit shall be deemed to have been earned and payable
     shall be determined by  multiplying  (1) the cash value of the  Performance
     Unit as  calculated  in  accordance  with  the  matrix  established  by the
     Committee  and  set  forth  in  the  Performance  Unit  Agreement  by (b) a
     fraction, the numerator of which is the number of full calendar months such

                                     - 22 -

<PAGE>



     Participant was employed during the Performance  Period and the denominator
     of which is the total  number of full  calendar  months in the  Performance
     Period.

(b)  If a Participant's  employment terminates for any reason other than because
     of death,  Retirement or Disability,  or a Change in Control (as defined in
     Section 3.8), the Performance  Unit and any and all rights to payment under
     such  Performance  Unit shall be immediately  canceled and the  Performance
     Unit Agreement with such terminated Participant shall be null and void.


                           III. ADDITIONAL PROVISIONS

     3.1  Nature of Participant's Interests

     A Participant's  benefits under the SVIP shall at all times be reflected on
the Company's books and records as a general,  unsecured and unfunded obligation
of the  Company,  and the SVIP shall not give any  person any right or  security
interest in any asset of the  Company nor shall it imply a trust or  segregation
of assets by the Company.

     3.2  Amendments

     The Committee  may amend the SVIP from time to time, as it deems  advisable
and in the best  interests of the Company,  provided that no such amendment will
adversely affect or impair previously issued grants.

     3.3  Withholding

     The Company shall have the right to deduct from any distribution of cash to
any Participant an amount equal to the federal, state and local income taxes and
other amounts as may be required by law to be withheld with respect to any grant
or distribution under the SVIP.

     3.4  Nonassignability

     (a) Except as expressly  provided in the SVIP,  the rights of a Participant
and any awards under the SVIP may not be assigned or transferred  except by will
and the laws of descent and distribution.
     (b) A  Participant  may from time to time  name in  writing  any  person or
persons  to whom  his or her  benefit  is to be paid  if he or she  dies  before
complete payment of such benefit has occurred. Each such beneficiary designation
will revoke all prior  designations by the Participant with respect to the SVIP,
shall not require the consent of any previously named beneficiary, shall be in a
form prescribed by the Committee, and will be effective only when filed with the
Committee  in care of the  Secretary  of the  Company  during the  Participant's
lifetime.

     (c) If the Participant  fails to designate a beneficiary  before his or her
death, as provided  above,  or if the beneficiary  designated by the Participant
dies before the date of the  Participant's  death or before complete  payment of
the Participant's benefit has occurred, the Company may pay the remaining unpaid
portion  of  the   Participant's   benefit  to  the  legal   representative   or
representatives of the estate of the Participant.

     3.5  Nonuniform Determinations

     Determinations by the Committee under the SVIP regarding  determinations of
the persons to receive grants,  the form, amount and timing of such grants,  and
the terms and provisions of such grants and the  agreements  evidencing the same
need not be uniform and may be made by it selectively among persons who receive,
or are eligible to receive,  grants under the SVIP,  whether or not such persons
are similarly situated.



                                - 23 -

<PAGE>



     3.6  No Guarantee of Employment

     Neither  grants  under the SVIP nor any action  taken  pursuant to the SVIP
shall  constitute or be evidence of any agreement or  understanding,  express or
implied,  that the Company or its subsidiaries  shall retain the Participant for
any period of time or at any particular rate of compensation.

     3.7  Effective Date; Duration

     The SVIP shall  become  effective as of October 1, 1994 subject to approval
by stockholders.  The Committee will have the authority to terminate the SVIP at
any time.  Termination  of the SVIP will  have no  impact on  Performance  Units
granted prior to the SVIP termination date.

     3.8  Change in Control

     (a)(1)   Notwithstanding anything herein to the contrary, in the event of a
              Change in Control,  all Performance Units awarded prior to October
              24, 1996 shall become fully payable at the TSR Percentile  Rank of
              the Company calculated using the TSR of the Company as of the date
              of the Change in Control as  compared to the TSR among the S&P 500
              companies  as of the last  quarterly  period  for  which  such TSR
              information is available.

     (2)      Notwithstanding anything herein to the contrary, in the event of a
              Change in Control, all Performance Units awarded after October 24,
              1996  shall  become  payable  in  accordance  with  the  following
              sentence of this Section  3.8(a)(2) at the TSR Percentile  Rank of
              the Company calculated using the TSR of the Company as of the date
              of the Change in Control as  compared to the TSR among the S&P 500
              companies  as of the last  quarterly  period  for  which  such TSR
              information  is  available.  A  Performance  Unit shall be payable
              pursuant to this Section  3.8(a)(2) in an amount equal to the cash
              value of such  Performance  Unit calculated in accordance with the
              preceding  sentence,  multiplied  by a fraction,  the numerator of
              which is the number of full fiscal years of the Performance Period
              in which the Change in Control  shall have  occurred  which  shall
              have elapsed prior to such Change in Control,  and the denominator
              of  which  is the  total  number  of  full  fiscal  years  in such
              Performance Period. For purposes of the preceding sentence of this
              Section  3.8(a)(2),  if at least  six full  calendar  months  of a
              fiscal year within a Performance  Period shall have elapsed,  such
              entire fiscal year shall be deemed to have elapsed.

     (3)      If any amount to be paid to a Participant (or beneficiary thereof)
              pursuant to this Section 3.8(a) is not paid in full within 30 days
              following  the Change in Control (the  "Payment  Date"),  then the
              Company  shall  also  pay to  that  Participant  (or  beneficiary)
              interest  on the unpaid  amount for the  period  beginning  on the
              Payment  Date and  ending on the date  that the  amount is paid in
              full.  The  amount of  interest  to be paid to a  Participant  (or
              beneficiary  thereof)  pursuant to this Section 3.8(a)(3) shall be
              computed using an annual rate equal to two percent above the prime
              rate from time to time in effect, as published under "Money Rates"
              in The  Wall  Street  Journal,  but in no  event  higher  than the
              maximum legal rate  permissible  under  applicable  law.  Payments
              received by a Participant  (or  beneficiary  thereof)  pursuant to
              this Section  3.8(a)(3)  shall be credited  first against  accrued
              interest  until all  accrued  interest  is paid in full before any
              such payment is credited  against the amount  payable  pursuant to
              Section 3.8(a)(1) or (2).
<PAGE>

     (b)  "Change in Control" means:

              (1)  the occurrence of any one or more of the following events:

     (A) The  acquisition  by any  individual,  entity  or group  (a  "Person"),
     including any "person"  within the meaning of Section  13(d)(3) or 14(d)(2)
     of the Securities Exchange Act of 1934, as amended (the "Exchange Act"), of
     beneficial ownership within the meaning of Rule 13d-3 promulgated under the
     Exchange  Act of both (x) 20% or more of the  combined  voting power of the
     then  outstanding  securities of the Company  entitled to vote generally in
     the election of directors (the "Outstanding Company Voting Securities") and
     (y) combined  voting power of  Outstanding  Company  Voting  Securities  in
     excess of the  combined  voting  power of the  Outstanding  Company  Voting
     Securities held by the Exempt Persons (as such term is defined in Section
     3.8(c);  provided,  however, that a Change in Control shall not result from
     an acquisition of Company Voting Securities:

                                - 24 -


     (i)   directly from the Company, except as otherwise provided in Section
           3.8(b)(2)(A);

     (ii)  by the Company, except as otherwise provided in Section 3.8(b)(2)(B);

     (iii) by an Exempt Person;

     (iv)  by an employee benefit plan (or related trust) sponsored or 
           maintained by the Company or any corporation controlled
           by the Company; or

             (v)   by any corporation  pursuant to a reorganization,
                   merger or  consolidation  involving  the Company,
                   if, immediately after such reorganization, merger
                   or   consolidation,   each   of  the   conditions
                   described  in  clauses  (i) and  (ii) of  Section
                   3.8(b)(1)(C) shall be satisfied.

       (B)   The  cessation  for any  reason of the  members  of the
             Incumbent  Board (as such term is  defined  in  Section
             3.8(d)) to  constitute at least a majority of the Board
             of Directors.

       (C)   Approval  by  the  stockholders  of  the  Company  of a
             reorganization,  merger or consolidation unless, in any
             such  case,   immediately  after  such  reorganization,
             merger or consolidation:

             (i)   more than 60% of the combined voting power of the
                   then  outstanding  securities of the  corporation
                   resulting  from  such  reorganization,  merger or
                   consolidation  entitled to vote  generally in the
                   election of directors is then beneficially owned,
                   directly or indirectly,  by all or  substantially
                   all of the  individuals  or entities who were the
                   beneficial owners of the combined voting power of
                   all of the Outstanding  Company Voting Securities
                   immediately prior to such reorganization,  merger
                   or consolidation; and

             (ii)  at least a majority  of the  members of the board
                   of directors of the  corporation  resulting  from
                   such reorganization, merger or consolidation were
                   members of the Incumbent Board at the time of the
                   execution  of the initial  agreement or action of
                   the  Board  of  Directors   providing   for  such
                   reorganization, merger or consolidation.

       (D)   Approval by the stockholders of the Company of the sale
             or other disposition of all or substantially all of the
             assets of the  Company  other  than (x)  pursuant  to a
             tax-free  spin-off of a  subsidiary  or other  business
             unit  of  the  Company  or (y)  to a  corporation  with
             respect to which,  immediately after such sale or other
             disposition:

             (i)   more than 60% of the combined voting power of the
                   then outstanding  securities  thereof entitled to
                   vote  generally  in the  election of directors is
                   then beneficially owned,  directly or indirectly,
                   by all or  substantially  all of the  individuals
                   and  entities who were the  beneficial  owners of
                   the   combined   voting   power  of  all  of  the
                   Outstanding Company Voting Securities immediately
                   prior to such sale or other disposition; and

             (ii)  at least a majority  of the  members of the board
                   of   directors   thereof   were  members  of  the
                   Incumbent  Board at the time of the  execution of
                   the initial  agreement  or action of the Board of
                   Directors   providing  for  such  sale  or  other
                   disposition.

       (E)   Approval by the  stockholders  of the Company of a plan
             of complete liquidation or dissolution of the Company.

  (2)  Notwithstanding the provisions of Section 3.8(b)(1)(A):

       (A)   no acquisition of Company  Voting  Securities  shall be
             subject to the exception  from the definition of Change
             in   Control   contained   in  clause  (i)  of  Section
             3.8(b)(1)(A)  if  such  acquisition  results  from  the
             exercise of an

                                - 25 -



            exercise,  conversion or exchange  privilege unless the
            security being so exercised, converted or exchanged was
            acquired directly from the Company; and
 
     (B) for  purposes  of clause  (ii) of Section  3.8(b)(1)(A),  if any Person
     (other than the Company,  an Exempt Person or any employee benefit plan (or
     related  trust)  sponsored or maintained by the Company or any  corporation
     controlled by the Company)  shall,  by reason of an  acquisition of Company
     Voting Securities by the Company, become the beneficial owner of (x) 20% or
     more  of the  combined  voting  power  of the  Outstanding  Company  Voting
     Securities  and (y) combined  voting power of  Outstanding  Company  Voting
     Securities  in  excess  of the  combined  voting  power of the  Outstanding
     Company  Voting  Securities  held by the Exempt  Persons,  and such  Person
     shall,  after such acquisition of Company Voting Securities by the Company,
     become the beneficial  owner of any additional  Outstanding  Company Voting
     Securities  and such  beneficial  ownership  is  publicly  announced,  such
     additional beneficial ownership shall constitute a Change in Control.

     (c)  "Exempt Person" (and collectively, the "Exempt Persons") means:

              (1)  Leonard H. Lavin or Bernice E. Lavin;

              (2)  any descendant of Leonard H. Lavin and Bernice E. Lavin
                   or the spouse of any such descendant;

              (3)  the estate of any of the persons described in Section
                   3.8(c)(1) or (2);

              (4)  any trust or similar arrangement for the benefit of any
                   person described in Section 3.8(c)(1) or (2); or

              (5)  the  Lavin  Family   Foundation   or  any  other   charitable
                   organization  established by any person  described in Section
                   3.8(c)(1) or (2).

     (d)      "Incumbent  Board" means those  individuals who, as of October 24,
              1996, constitute the Board of Directors, provided that:

              (1)  any   individual  who  becomes  a  director  of  the  Company
                   subsequent to such date whose  election,  or  nomination  for
                   election by the Company's  stockholders,  was approved either
                   by the  vote of at least a  majority  of the  directors  then
                   comprising  the Incumbent  Board or by the vote of at least a
                   majority  of the  combined  voting  power of the  Outstanding
                   Company Voting Securities held by the Exempt Persons shall be
                   deemed to have been a member of the Incumbent Board; and

              (2)  no individual who was initially  elected as a director of the
                   Company  as a result  of an  actual  or  threatened  election
                   contest,  as such terms are used in Rule 14a-11 of Regulation
                   14A  promulgated  under the Exchange Act, or any other actual
                   or  threatened  solicitation  of proxies or consents by or on
                   behalf of any Person other than the Board of Directors or the
                   Exempt  Persons  shall be deemed to have been a member of the
                   Incumbent Board.

     3.9  Stockholder  Approval.  The SVIP shall be submitted to stockholders of
the  Company  for  their   approval  and  adoption  at  the  annual  meeting  of
stockholders  to be held January 26, 1995, or any adjournment  thereof.  No cash
award shall be payable  hereunder unless and until the SVIP has been so approved
and adopted.  Thereafter,  the SVIP shall be resubmitted to the stockholders for
approval and adoption every five years.




249485.03


                                   - 26 -




                                                               Exhibit 10(d)

                        ALBERTO-CULVER COMPANY
                      1994 RESTRICTED STOCK PLAN

                (as amended through October 24, 1996)


SECTION 1.  ESTABLISHMENT AND PURPOSE

     1.1  Establishment  The  Alberto-Culver   Company  (the  "Company")  hereby
establishes  a restricted  stock plan for Key  Employees,  as described  herein,
which shall be known as the  ALBERTO-CULVER  COMPANY 1994 RESTRICTED  STOCK PLAN
(the "RSP").

     1.2  Purpose  The  purpose of the RSP is to enable the  Company to attract,
retain,  motivate,  and reward Key  Employees by providing  them with a means to
acquire an equity interest or to increase such interest in the Company in return
for high levels of individual contribution and continued service.

     1.3      Definitions   Whenever used herein, the following terms shall have
              the meanings set forth below:

     (a)      "Board" means the Board of Directors of the Company.

     (b)      "Change in Control" shall have the meaning set forth in Section
               7.2(a).

     (c)      "Committee" means the Compensation Committee of the Board, each of
              whom shall be a  "Non-Employee  Director," as that term is defined
              under  Section 16 of the  Securities  Exchange Act of 1934 and the
              rules thereunder (the "Exchange Act").

     (d)      "Disability"  shall have the  meaning  provided  in the  Company's
              applicable   disability   plan  or,  in  the  absence  of  such  a
              definition,   when  a  Participant  becomes  totally  disabled  as
              determined by a physician  mutually  acceptable to the Participant
              and the Company  before  attaining his or her 65th birthday and if
              such  total  disability  continues  for more  than  three  months.
              Disability does not include any condition  which is  intentionally
              self-inflicted or caused by illegal acts of the Participant.

     (e)      "Exempt Person" and "Exempt Persons" shall have the meaning set 
               forth in Section 7.2(b).

     (f)      "Fair  Market  Value"  shall mean the  average of the high and low
              transaction  prices of a share of Class A common stock as reported
              in the New York Stock Exchange Composite  Transactions on the date
              as of which such value is being  determined  or, if there shall be
              no reported transactions for such date, on the next preceding date
              for which transactions were reported.

     (g)      "Key  Employee"  means an  active,  salaried  employee  (including
              officers and directors  who also are  employees) of the Company or
              its  subsidiaries  with direct  impact on the  performance  of the
              Company.

     (h)      "Incumbent Board" shall have the meaning set forth in Section
               7.2(c).

     (i)      "Participant" means a Key Employee designated by the Committee who
               is awarded and holds Restricted Stock pursuant to the RSP. 
              

     (j)      "Restricted Stock" shall mean the Class A common stock of the
               Company, $.22 par value, with restrictions as described in
               Section 6.

     (k)      "Restricted Stock Agreement" shall have the meaning set forth 
               in Section 6.1.

                                         - 27 -

<PAGE>




     (l)      "Retirement"  shall have the  meaning  provided  in the  Company's
              Employees'  Profit  Sharing  Plan  or,  in the  absence  of such a
              definition,  the  first day of the  month  following  the month in
              which the Participant attains his or her 65th birthday.


SECTION 2.  ADMINISTRATION

     2.1      Administration   The RSP shall be administered by the Committee.

     2.2 Finality of Determination  The determination of the Committee as to any
disputed questions arising under this RSP,  including  questions of construction
and interpretation, shall be final and binding.


SECTION 3.  ELIGIBILITY AND PARTICIPATION

     3.1  Eligibility  Key  Employees  of the Company and its  subsidiaries  are
eligible to receive  Restricted  Stock under the RSP, in such  amounts and on as
many occasions as the Committee in its sole discretion may determine.

     3.2  Participation  The  Committee  shall  designate  the Key  Employees to
receive  Restricted  Stock,  the time or times  and the size of each  individual
grant of Restricted Stock under the RSP.


SECTION 4.  STOCK SUBJECT TO THE RSP

     4.1  Number  The total  number of shares of  Restricted  Stock  that may be
granted  under the RSP shall not exceed  250,000.  These shares may consist,  in
whole or in part, of authorized but unissued  shares of stock or shares of stock
reacquired by the Company and not reserved for any other purpose.

     4.2 Reacquired  Shares If, at any time,  shares of Restricted  Stock issued
pursuant to the RSP shall have been reacquired by the Company in connection with
the  restrictions  herein imposed on such shares,  such reacquired  shares again
shall  become  available  for  issuance  under the RSP at any time  prior to its
termination.

     4.3  Adjustments  in Capital If, at any time,  the Company  issues  Class A
common  stock  to its  stockholders  by way of a stock  dividend,  stock  split,
recapitalization,  or issues  rights to  subscribe  for shares of stock or other
securities, or should the number of issued shares of Class A common stock of the
Company be reduced or combined,  the  Committee may take such action with regard
to  adjustment  of the number of shares to which  Participants  are  entitled to
receive  hereunder as it considers to be  equitable.  The  determination  of the
Committee shall be final, conclusive and binding.


SECTION 5.  DURATION OF THE RSP

     The RSP shall continue until all Restricted  Stock subject to it shall have
been  granted  under the RSP,  subject to the  provisions  of the RSP  regarding
amendments thereto and termination thereof.


SECTION 6.  SHARES OF RESTRICTED STOCK

     6.1 Grant of Shares  of  Restricted  Stock  Awards of  Restricted  Stock to
Participants  shall be granted under a Restricted  Stock  Agreement  between the
Company and the  Participant  which shall provide that the shares subject to any
such award shall be subject to such forfeiture and other  conditions,  including
the provisions of Section 6.7 hereof, as the Committee shall designate.

     6.2 Vesting Except as otherwise provided in Section 7.1 hereof,  Restricted
Stock granted to  Participants  will vest on a cumulative  basis in equal annual
increments of one-fourth of the shares granted,  commencing four (4) years after
the date of grant.

                                    - 28 -

<PAGE>



The shares will be fully  vested after a period of seven (7) years from the date
of grant. The Committee,  however,  may accelerate the vesting of any Restricted
Stock granted  hereunder  subject to such terms and  conditions as the Committee
deems necessary and appropriate to effectuate the purpose of the RSP.

     6.3 Transferability  Subject to Section 6.8 hereof, a Participant's  rights
under  the  RSP may  not be  assigned  and any  Restricted  Stock  granted  to a
Participant  may not be  sold,  transferred,  pledged,  assigned,  or  otherwise
alienated or  hypothecated  as long as the shares are subject to  forfeiture  or
other  conditions  as provided in this RSP,  and as set forth in the  Restricted
Stock Agreement pursuant to which such shares were granted.

     6.4 Removal of Restrictions  Except as otherwise provided herein, or as may
be required as  applicable by law,  shares of  Restricted  Stock covered by each
Restricted  Stock Agreement made under this RSP will become freely  transferable
by the Participant upon vesting in accordance with Section 6.2 or Section 7.1.

     6.5 Other  Restrictions  The Company may impose such other  restrictions on
any shares  granted  pursuant to this RSP as it may deem  advisable,  including,
without  limitation,  restrictions  required by (1) federal securities laws, (2)
requirements  of any stock exchange upon which such shares of the same class are
listed and (3) any state securities laws applicable to such shares.

     6.6 Certificates In addition to any legends placed on certificates pursuant
to Section  6.4,  the Company  reserves  the right to place on each  certificate
representing shares of Restricted Stock a legend as follows:

     "The  sale or  other  transfer  of  shares  of  stock  represented  by this
     certificate,  whether  voluntary,  involuntary,  or by operation of law, is
     subject to the  restrictions on transfer and forfeiture  conditions  (which
     include the satisfaction of certain  employment  service  requirements) set
     forth  in  the  Alberto-Culver  Company  1994  Restricted  Stock  Plan  and
     Restricted  Stock  Agreement.  A copy of such agreement may be inspected at
     the offices of the Secretary of the Company.

All  certificates  representing  shares of Restricted Stock shall be held by the
Secretary  of the Company in escrow on behalf of the  Participant  awarded  such
shares,  together with a Power of Attorney  executed by the Participant,  in the
form  satisfactory to the Committee and authorizing the Company to transfer such
shares as provided in the  Restricted  Stock  Agreement,  until such time as all
restrictions imposed on such shares pursuant to the RSP and the Restricted Stock
Agreement have expired or been earlier terminated.

     6.7  Termination  of Employment In the event that,  prior to the removal of
restrictions  on shares of Restricted  Stock as  contemplated  by Section 6.4, a
Participant's  employment with the Company  terminates for any reason other than
death, Retirement or Disability,  any shares subject to time period restrictions
or  other  forfeiture   conditions  at  the  date  of  such  termination   shall
automatically be forfeited to the Company.  A Participant  shall not forfeit any
rights to Restricted Stock  previously  granted to him, solely because he ceases
to qualify as a Key Employee.

     6.8      Death or Disability

     (a) In the event that,  prior to the removal of  restrictions  on shares of
Restricted Stock as contemplated by Section 6.4, a Participant's employment with
the  Company  terminates  because  of  death,  Retirement  or  Disability,   any
uncompleted portion of a time period restriction or other forfeiture conditions,
as set forth in the terms of the Restricted  Stock  Agreement,  may be waived by
the  Committee.  The shares  released  from such  restrictions  pursuant to this
Section 6.8 thereafter shall be freely transferable by the Participant,  subject
to any applicable legal requirements.

     (b) A  Participant  may from time to time  name in  writing  any  person or
persons to whom his or her Restricted  Stock should be given if the  Participant
dies. Each such beneficiary  designation  will revoke all prior  designations by
the  Participant  with respect to the RSP,  shall not require the consent of any
previously name beneficiary, shall be in a form prescribed by the Committee, and
will be effective only when filed with the Committee in care of the Secretary of
the Company during the Participant's lifetime.

     (c) If a  Participant  fails to designate a  beneficiary  before his or her
death, as provided  above,  or if the beneficiary  designated by the Participant
dies prior to receiving the Restricted Stock hereunder, the Company may transfer
the  Restricted  Stock to the legal  representative  or  representatives  of the
estate of the Participant.

                                   - 29 -

<PAGE>

     6.9   Voting Rights   Participants shall have full voting rights with 
respect to shares of Restricted Stock.

     6.10 Dividend  Rights  Except as the  Committee  may  otherwise  determine,
Participants  shall have full dividend rights with any such dividends being paid
currently.  Dividends  paid on shares of  Restricted  Stock  prior to the shares
vesting  will be treated as wages for federal  income tax  purposes  and will be
subject to  withholding  taxes by the  Company.  If all or part of a dividend is
paid in  shares of stock,  the  dividend  shares  shall be  subject  to the same
restrictions on  transferability  as the shares of Restricted Stock that are the
basis for the dividend.

     6.11 Security  Interest in Shares In  connection  with the execution of any
Restricted Stock Agreement,  the Committee may require that a Participant  grant
to the Company a security  interest in the shares of Restricted  Stock issued or
granted  pursuant to this RSP to secure the  payment of any sums  (i.e.:  income
withholding taxes due when  restrictions  lapse) then owing or thereafter coming
due to the Company by such  Participant.  This security  interest shall continue
for such period of time as the  certificates  representing  shares of Restricted
Stock  are held by the  Secretary  of the  Company  in  escrow  on behalf of the
Participant pursuant to Section 6.6.

     6.12  Withholding  Taxes Due At any time when a Participant  is required to
pay to the Company an amount required to be withheld under applicable income tax
or other tax laws in  connection  with the  vesting  of  Restricted  Stock,  the
Participant  may  satisfy  this  obligation  in  whole or in part by  making  an
election to have the Company  withhold shares of Restricted Stock having a value
equal to the amount required to be withheld.  The value of shares to be withheld
shall be based on the Fair Market Value of the Restricted  Stock on the date the
Participant vests in such shares.


SECTION 7.  CHANGE IN CONTROL

     7.1 Vesting  Upon Change in Control  Notwithstanding  any  provision of the
RSP, all outstanding  shares of Restricted Stock shall immediately  become fully
vested upon the occurrence of a Change in Control.

     7.2  Definitions

     (a)  The term  "Change in Control" means:

              (1)  the occurrence of any one or more of the following events:

                   (A) The  acquisition  by any  individual,  entity or group (a
              "Person"),  including  any "person"  within the meaning of Section
              13(d)(3) or 14(d)(2) of the Exchange Act, of beneficial  ownership
              within the meaning of Rule 13d-3  promulgated  under the  Exchange
              Act of both (x) 20% or more of the  combined  voting  power of the
              then  outstanding  securities  of the  Company  entitled  to  vote
              generally in the election of directors (the  "Outstanding  Company
              Voting  Securities")  and (y) combined voting power of Outstanding
              Company Voting  Securities in excess of the combined  voting power
              of the  Outstanding  Company Voting  Securities held by the Exempt
              Persons  (as such term is defined in  Section  7.2(b));  provided,
              however,  that a  Change  in  Control  shall  not  result  from an
              acquisition of Company Voting Securities:

                         (i)  directly from the Company, except as otherwise
                              provided in Section 7.2(a)(2)(A);

                         (ii)  by the Company, except as otherwise provided in 
                               Section 7.2(a)(2)(B);

                         (iii)  by an Exempt Person;

                         (iv)  by an employee benefit plan (or related trust)
                               sponsored or maintained by the Company or any
                               corporation controlled by the Company; or

                         (v) by any  corporation  pursuant to a  reorganization,
                   merger  or   consolidation   involving   the   Company,   if,
                   immediately    after   such    reorganization,    merger   or
                   consolidation,  each of the  conditions  described in clauses
                   (i) and (ii) of Section 7.2(a)(1)(C) shall be satisfied.

                                         - 30 -

<PAGE>



                   (B)  The  cessation  for any  reason  of the  members  of the
              Incumbent  Board (as such term is defined  below) to constitute at
              least a majority of the Board.

                   (C)  Approval  by  the  stockholders  of  the  Company  of  a
              reorganization,  merger or consolidation unless, in any such case,
              immediately after such reorganization, merger or consolidation:

                         (i) more than 60% of the  combined  voting power of the
                   then outstanding securities of the corporation resulting from
                   such reorganization, merger or consolidation entitled to vote
                   generally in the  election of directors is then  beneficially
                   owned, directly or indirectly, by all or substantially all of
                   the individuals or entities who were the beneficial owners of
                   the combined voting power of all of the  Outstanding  Company
                   Voting Securities  immediately prior to such  reorganization,
                   merger or consolidation; and

                         (ii) at least a majority of the members of the board of
                   directors   of   the   corporation    resulting   from   such
                   reorganization,  merger or consolidation  were members of the
                   Incumbent  Board at the time of the  execution of the initial
                   agreement  or  action  of  the  Board   providing   for  such
                   reorganization, merger or consolidation.

                   (D) Approval by the  stockholders  of the Company of the sale
              or other  disposition of all or substantially all of the assets of
              the Company  other than (x)  pursuant to a tax-free  spin-off of a
              subsidiary  or  other  business  unit of the  Company  or (y) to a
              corporation with respect to which,  immediately after such sale or
              other disposition:

                         (i) more than 60% of the  combined  voting power of the
                   then   outstanding   securities   thereof  entitled  to  vote
                   generally in the  election of directors is then  beneficially
                   owned, directly or indirectly, by all or substantially all of
                   the individuals  and entities who were the beneficial  owners
                   of the  combined  voting  power  of  all  of the  Outstanding
                   Company Voting  Securities  immediately prior to such sale or
                   other disposition; and

                         (ii) at least a majority of the members of the board of
                   directors  thereof were members of the Incumbent Board at the
                   time of the  execution of the initial  agreement or action of
                   the Board providing for such sale or other disposition.

                   (E) Approval by the  stockholders of the Company of a plan of
              complete liquidation or dissolution of the Company.

              (2)  Notwithstanding the provisions of Section 7.2(a)(1):

                   (A) no  acquisition  of Company  Voting  Securities  shall be
              subject to the exception  from the definition of Change in Control
              contained   in  clause  (i)  of  Section   7.2(a)(1)(A)   if  such
              acquisition  results from the exercise of an exercise,  conversion
              or exchange  privilege  unless the  security  being so  exercised,
              converted or exchanged was acquired directly from the Company; and

                   (B) for purposes of clause (ii) of Section  7.2(a)(1)(A),  if
              any  Person  (other  than the  Company,  an  Exempt  Person or any
              employee  benefit plan (or related trust)  sponsored or maintained
              by the  Company  or any  corporation  controlled  by the  Company)
              shall, by reason of an acquisition of Company Voting Securities by
              the Company, become the beneficial owner of (x) 20% or more of the
              combined voting power of the Outstanding Company Voting Securities
              and (y)  combined  voting  power  of  Outstanding  Company  Voting
              Securities  in  excess  of  the  combined   voting  power  of  the
              Outstanding  Company Voting Securities held by the Exempt Persons,
              and such Person shall,  after such  acquisition  of Company Voting
              Securities  by the  Company,  become the  beneficial  owner of any
              additional   Outstanding   Company  Voting   Securities  and  such
              beneficial  ownership  is  publicly  announced,   such  additional
              beneficial ownership shall constitute a Change in Control.

     (b)  The term "Exempt Person"(and collectively, the"Exempt Persons")means:

                                       - 31 -

<PAGE>



              (1)  Leonard H. Lavin or Bernice E. Lavin;

              (2)  any descendant of Leonard H. Lavin and Bernice E. Lavin 
                   or the spouse of any such descendant;

              (3)  the estate of any of the persons described in Section
                   7.2(b)(1) or (2);

              (4)  any trust or similar arrangement for the benefit of any
                   person described in Section 7.2(b)(1) or (2); or
     

              (5)  the  Lavin  Family   Foundation   or  any  other   charitable
     organization  established by any person  described in Section  7.2(b)(1) or
     (2).

     (c) The term "Incumbent  Board" means those  individuals who, as of October
     24, 1996, constitute the Board, provided that:

              (1)  any   individual  who  becomes  a  director  of  the  Company
     subsequent to such date whose  election,  or nomination for election by the
     Company's  stockholders,  was  approved  either  by the  vote of at least a
     majority of the directors  then  comprising  the Incumbent  Board or by the
     vote of at least a majority of the combined voting power of the Outstanding
     Company  Voting  Securities  held by the Exempt  Persons shall be deemed to
     have been a member of the Incumbent Board; and

              (2) no individual  who was initially  elected as a director of the
     Company as a result of an actual or threatened  election  contest,  as such
     terms  are used in Rule  14a-11 of  Regulation  14A  promulgated  under the
     Exchange Act, or any other actual or threatened  solicitation of proxies or
     consents  by or on behalf of any Person  other than the Board or the Exempt
     Persons shall be deemed to have been a member of the Incumbent Board.


SECTION 8.  EMPLOYMENT RIGHTS OF EMPLOYEES

     Nothing in this RSP or in any grant of  Restricted  Stock  shall  interfere
with  or  limit  in any  way the  right  of the  Company  to  terminate  any Key
Employee's  or  Participant's  employment  at any time,  or confer  upon any Key
Employee  or  Participant  any right to continue in the employ of the Company or
its subsidiaries.


SECTION 9.  STOCKHOLDER APPROVAL, AMENDMENT AND TERMINATION

     9.1 Stockholder  Approval The RSP shall be submitted to the stockholders of
the  Company  for  their   approval  and  adoption  at  the  annual  meeting  of
stockholders  to be held on January 26, 1995, or any  adjournment  thereof.  The
grant of Restricted  Stock  hereunder  prior to  stockholder  approval  shall be
contingent upon and subject to stockholder approval.

     9.2  Amendment  This RSP may be amended at any time by the Board;  provided
that no such amendment  shall permit the granting of Restricted  Stock to anyone
other than as provided in Section 4 hereof,  or increase  the maximum  number of
shares of stock that may be granted  pursuant  to this RSP  except  pursuant  to
Section 4.3 hereof, without the further approval of the Company's stockholders.

     9.3      Termination   The Company reserves the right to terminate the RSP 
at any time by action of its Board.

     9.4 Existing  Restrictions  Neither  amendment nor  termination of this RSP
shall affect any shares previously granted or issued pursuant to this RSP.



249528.04


                                    - 32 -



                                                                Exhibit 10(e)

                            ALBERTO-CULVER COMPANY

                            1994 STOCK OPTION PLAN
                          FOR NON-EMPLOYEE DIRECTORS

                    (as amended through October 24, 1996)




     1.  Purpose.  The  principal  purpose  of the 1994  Stock  Option  Plan for
Non-Employee  Directors  (the  "Director  Plan")  is to  benefit  Alberto-Culver
Company  (the  "Company")  and its  subsidiaries  by offering  its  non-employee
directors  an  opportunity  to become  holders of the  Company's  Class A common
stock,  par value  $.22 per  share,  in order to enable  them to  represent  the
viewpoint of other stockholders of the Company more effectively and to encourage
them to continue serving as directors of the Company.

     2. Administration.  The Director Plan shall be administered by the Board of
Directors, whose interpretation of the terms and provisions of the Director
Plan shall be final and conclusive.

     3.  Eligibility.  Options shall be granted under this Director Plan only to
members of the Board of Directors who are not officers or employees of the
Company or any of its subsidiaries.

     4.       Granting of Options.

              (a) An option to  purchase  7,500  shares of Class A common  stock
from the  Company  shall be  automatically  granted  by the Board of  Directors,
without further action required, to each director of the Company upon his or her
initial  election or appointment as a director of the Company and to each person
who is an incumbent  director on October 27,  1994;  provided  such  director is
eligible at that time under the terms of Paragraph 3 of this Director  Plan, and
provided,  further,  that no person  shall be granted  more than one such option
pursuant to this Director Plan. An aggregate of 75,000 shares shall be available
under  this  Director  Plan.  Such  number of  shares,  and the number of shares
subject to options outstanding under this Director Plan, shall be subject in all
cases to  adjustment  as provided in  Paragraph  10. No option  shall be granted
under this Director Plan subsequent to October 27, 2004.

              (b) Shares  subject to options may be made available from unissued
or treasury  shares of stock.  Notwithstanding  the  provisions of  subparagraph
4(a), any shares  released from any  unexercised or expired  options may be made
subject to additional options granted under this Director Plan.

              (c)  Nothing  contained  in this  Director  Plan or in any  option
granted  pursuant  hereto shall in itself  confer upon any optionee any right to
continue  serving as a director of the Company or  interfere in any way with any
right of the Board of  Directors or  stockholders  of the Company to remove such
director  pursuant to the certificate of incorporation or by-laws of the Company
or applicable law.

     5. Option Price. Subject to adjustment under Paragraph 10, the option price
shall be the Fair  Market  Value (as  defined  below) of the  Company's  Class A
common  stock on the date the option is granted.  For  purposes of the  Director
Plan, "Fair Market Value" shall mean the average of the high and low transaction
prices  of a share of Class A common  stock as  reported  in the New York  Stock
Exchange  Composite  Transactions  on the date as of which  such  value is being
determined or, if there shall be no reported  transactions for such date, on the
next preceding date for which transactions were reported.

     6.  Duration  of  Options,  Increments  and  Extensions.   Subject  to  the
provisions  of  Paragraph  8, each option shall be for a term of ten (10) years.
Subject to the provisions of Paragraph 11, each option shall become  exercisable
with  respect  to 25% of the total  number of shares  one year after the date of
grant and with  respect  to an  additional  25% at the end of each  twelve-month
period thereafter during the succeeding three years.

                                 - 33 -

<PAGE>




     7. Exercise of Option.  An option may be exercised by giving written notice
to the Company,  attention of the Secretary,  specifying the number of shares of
Class A common stock to be purchased, accompanied by the full purchase price for
such number of shares,  either in cash, by check, or in shares of Class A common
stock,  or by a combination  thereof.  The per share value of the Class A common
stock delivered in payment of the option price shall be the Fair Market Value of
the Class A common stock on the date of exercise.

     8.       Termination - Exercise Thereafter.

              (a) If an optionee dies without having fully  exercised his or her
option,  the  executors  or  administrators  of his or her estate or legatees or
distributees  shall have the right during a one (1) year period following his or
her death (but not after the  expiration of the term of such option) to exercise
such option in whole or in part but only to the extent that the  optionee  could
have exercised the option at the date of his or her death.

              (b) If any optionee  resigns  from the Board of  Directors  due to
physical  disability or retirement,  the optionee's option shall terminate three
(3) months after his or her  resignation  (but not after the  expiration  of the
term of such option) and may be exercised  only to the extent that such optionee
could have exercised the option at the date of his or her resignation.

              (c) If the optionee  resigns  from the Board of Directors  for any
other reason other than physical disability or retirement, the optionee's option
shall  terminate  upon  said  resignation;   provided,  however,  that  if  such
resignation  occurs  following  a Change in Control  (as such term is defined in
paragraph 11(b) hereof),  the optionee's option shall terminate three (3) months
after his or her  resignation  (but not after the expiration of the term of such
option)  and may be  exercised  to the  extent  that such  optionee  could  have
exercised it at the date of his or her resignation.

      9.  Non-Transferability of Options. No option shall be transferable by
the optionee otherwise than by will or the laws of descent and distribution, 
and each option shall be exercisable during an optionee's lifetime only by the
optionee.


     10. Adjustment upon Change in Stock. Each option and the number and kind of
shares  subject to future  options under the Director Plan will be adjusted,  as
may be determined to be equitable by the Board of Directors,  in the event there
is any change in the  outstanding  Class A common stock of the Company by reason
of  a  stock  dividend,  recapitalization,   merger,  consolidation,   split-up,
combination  or  exchange  of shares,  or the like,  and the Board of  Directors
determination  of such  adjustment  provisions  shall be final,  conclusive  and
binding.

     11.      Change in Control

     (a) (1) Notwithstanding any provision of the Director Plan, in the event of
     a  Change  in  Control,   all  outstanding  options  shall  immediately  be
     exercisable  in full and shall be subject to the  provisions  of  paragraph
     11(a)(2)  or  11(a)(3),  to  the  extent  that  either  such  paragraph  is
     applicable.

              (2)  Notwithstanding  any  provision of the Director  Plan, in the
     event of a Change in Control in connection with which the holders of shares
     of the Company's  Class A common stock receive  shares of common stock that
     are registered under Section 12 of the Securities Exchange Act of 1934 (the
     "Exchange Act"), all outstanding  options shall  immediately be exercisable
     in full and there  shall be  substituted  for each  share of the  Company's
     Class A common stock available under the Director Plan, whether or not then
     subject to an outstanding option, the number and class of shares into which
     each  outstanding  share of the  Company's  Class A common  stock  shall be
     converted  pursuant  to such  Change in  Control.  In the event of any such
     substitution,  the  purchase  price  per  share  of each  option  shall  be
     appropriately  adjusted by the Board of Directors,  such  adjustments to be
     made without an increase in the aggregate purchase price.

              (3)  Notwithstanding  any  provision in the Director  Plan, in the
     event of a Change in Control in  connection  with which the  holders of the
     Company's Class A common stock receive  consideration  other than shares of
     common stock that are registered under Section 12 of the Exchange Act, each
     outstanding  option  shall be  surrendered  to the  Company  by the  holder
     thereof,  and each  such  option  shall  immediately  be  cancelled  by the
     Company,  and  the  holder  shall  receive,  within  ten  (10)  days of the
     occurrence of such Change

                                    - 34 -

<PAGE>



     in  Control,  a cash  payment  from the  Company in an amount  equal to the
     number of shares of the Company's Class A common stock then subject to such
     option,  multiplied  by the  excess,  if any, of (i) the greater of (A) the
     highest  per share  price  offered to  stockholders  of the  Company in any
     transaction  whereby  the  Change in  Control  takes  place or (B) the Fair
     Market Value of a share of the  Company's  Class A common stock on the date
     of  occurrence  of the Change in Control over (ii) the  purchase  price per
     share of the  Company's  Class A common  stock  subject to the option.  The
     Company  may,  but is not  required  to,  cooperate  with any person who is
     subject to Section 16 of the  Exchange  Act to assure that any cash payment
     in accordance  with the foregoing to such person is made in compliance with
     Section 16 of the Exchange Act and the rules and regulations thereunder.

     (b)  "Change in Control" means:

              (1)  The occurrence of any one or more of the following events:

                   (A) The  acquisition  by any  individual,  entity or group (a
              "Person"),  including  any "person"  within the meaning of Section
              13(d)(3) or 14(d)(2) of the Exchange Act of  beneficial  ownership
              within the meaning of Rule 13d-3  promulgated  under the  Exchange
              Act of both (x) 20% or more of the  combined  voting  power of the
              then  outstanding  securities  of the  Company  entitled  to  vote
              generally in the election of directors (the  "Outstanding  Company
              Voting  Securities")  and (y) combined voting power of Outstanding
              Company Voting  Securities in excess of the combined  voting power
              of the  Outstanding  Company Voting  Securities held by the Exempt
              Persons (as such term is defined in  paragraph  11(c));  provided,
              however,  that a  Change  in  Control  shall  not  result  from an
              acquisition of Company Voting Securities:

                         (i)  directly from the Company, except as otherwise
                              provided in paragraph 11(b)(2)(A);

                         (ii)  by the Company, except as otherwise provided
                               in paragraph 11(b)(2)(B);

                         (iii)  by an Exempt Person;

                         (iv)  by an employee benefit plan (or related trust)
                               sponsored or maintained by the Company or any
                               corporation controlled by the Company; or

                         (v)  by any corporation pursuant to a  reorganization,
                              merger  or   consolidation   involving   the
                              Company,   if, immediately    after   such   
                              reorganization,    merger   or  consolidation, 
                              each of the conditions  described in clauses 
                              (i) and (ii) of paragraph 11(b)(1)(C) shall be
                              satisfied.
      
                   
                   (B)  The  cessation  for any  reason  of the  members  of the
              Incumbent  Board (as such term is defined in  paragraph  11(d)) to
              constitute at least a majority of the Board of Directors.

                   (C)  Approval  by  the  stockholders  of  the  Company  of  a
              reorganization,  merger or consolidation unless, in any such case,
              immediately after such reorganization, merger or consolidation:

                         (i) more than 60% of the  combined  voting power of the
                   then outstanding securities of the corporation resulting from
                   such reorganization, merger or consolidation entitled to vote
                   generally in the  election of directors is then  beneficially
                   owned, directly or indirectly, by all or substantially all of
                   the individuals or entities who were the beneficial owners of
                   the combined voting power of all of the  Outstanding  Company
                   Voting Securities  immediately prior to such  reorganization,
                   merger or consolidation; and

                         (ii) at least a majority of the members of the board of
                   directors   of   the   corporation    resulting   from   such
                   reorganization,  merger or consolidation  were members of the
                   Incumbent  Board at the time of the  execution of the initial
                   agreement or action of the Board of Directors  providing  for
                   such reorganization, merger or consolidation.

                                        - 35 -

<PAGE>



                   (D) Approval by the  stockholders  of the Company of the sale
              or other  disposition of all or substantially all of the assets of
              the Company  other than (x)  pursuant to a tax-free  spin-off of a
              subsidiary  or  other  business  unit of the  Company  or (y) to a
              corporation with respect to which,  immediately after such sale or
              other disposition:

                         (i) more than 60% of the  combined  voting power of the
                   then   outstanding   securities   thereof  entitled  to  vote
                   generally in the  election of directors is then  beneficially
                   owned, directly or indirectly, by all or substantially all of
                   the individuals  and entities who were the beneficial  owners
                   of the  combined  voting  power  of  all  of the  Outstanding
                   Company Voting  Securities  immediately prior to such sale or
                   other disposition; and

                         (ii) at least a majority of the members of the board of
                   directors  thereof were members of the Incumbent Board at the
                   time of the  execution of the initial  agreement or action of
                   the  Board of  Directors  providing  for  such  sale or other
                   disposition.

                   (E) Approval by the  stockholders of the Company of a plan of
              complete liquidation or dissolution of the Company.

              (2)  Notwithstanding the provisions of paragraph 11(b)(1):

                   (A) no  acquisition  of Company  Voting  Securities  shall be
              subject to the exception  from the definition of Change in Control
              contained  in  clause  (i)  of  paragraph   11(b)(1)(A)   if  such
              acquisition  results from the exercise of an exercise,  conversion
              or exchange  privilege  unless the  security  being so  exercised,
              converted or exchanged was acquired directly from the Company; and

                   (B) for purposes of clause (ii) of paragraph 11(b)(1)(A),  if
              any  Person  (other  than the  Company,  an  Exempt  Person or any
              employee  benefit plan (or related trust)  sponsored or maintained
              by the  Company  or any  corporation  controlled  by the  Company)
              shall, by reason of an acquisition of Company Voting Securities by
              the Company, become the beneficial owner of (x) 20% or more of the
              combined voting power of the Outstanding Company Voting Securities
              and (y)  combined  voting  power  of  Outstanding  Company  Voting
              Securities  in  excess  of  the  combined   voting  power  of  the
              Outstanding  Company Voting Securities held by the Exempt Persons,
              and such Person shall,  after such  acquisition  of Company Voting
              Securities  by the  Company,  become the  beneficial  owner of any
              additional   Outstanding   Company  Voting   Securities  and  such
              beneficial  ownership  is  publicly  announced,   such  additional
              beneficial ownership shall constitute a Change in Control.

     (c)  "Exempt Person" (and collectively, the "Exempt Persons") means:

              (1)  Leonard H. Lavin or Bernice E. Lavin;

              (2)  any descendant of Leonard H. Lavin and Bernice E. Lavin or
                   the spouse of any such descendant;

              (3)  the estate of any of the persons described in paragraph 
                   11(c)(1) or (2);

              (4)  any trust or similar arrangement for the benefit of any
                   person described in paragraph 11(c)(1) or (2); or
     

              (5)  the  Lavin  Family   Foundation   or  any  other   charitable
                   organization  established by any person described in
                   paragraph  11(c)(1) or (2).
     

     (d) "Incumbent  Board" means those individuals who, as of October 24, 1996,
     constitute the Board of Directors, provided that:

              (1)  any   individual  who  becomes  a  director  of  the  Company
     subsequent to such date whose  election,  or nomination for election by the
     Company's  stockholders,  was  approved  either  by the  vote of at least a
     majority of the directors  then  comprising  the Incumbent  Board or by the
     vote of at least a majority of the

                                     - 36 -





     combined voting power of the Outstanding  Company Voting Securities held by
     the Exempt  Persons  shall be deemed to have been a member of the Incumbent
     Board; and

              (2) no individual  who was initially  elected as a director of the
     Company as a result of an actual or threatened  election  contest,  as such
     terms  are used in Rule  14a-11 of  Regulation  14A  promulgated  under the
     Exchange Act, or any other actual or threatened  solicitation of proxies or
     consents by or on behalf of any Person other than the Board of Directors or
     the Exempt  Persons  shall be deemed to have been a member of the Incumbent
     Board.

     12.  Amendment  of  Director  Plan.  The  Board of  Directors  may amend or
discontinue  this Director  Plan at any time;  provided,  however,  that no such
amendment  or  discontinuance  shall (i) change or impair any option  previously
granted without the consent of the optionee, (ii) increase the maximum number of
shares  which  may be  purchased  by all  eligible  directors  pursuant  to this
Director Plan, (iii) change the purchase price, or (iv) change the option period
or increase the time limitations on the grant of options.

     13.  Effective  Date. This Director Plan has been adopted and authorized by
the Board of Directors for  submission to the  stockholders  of the Company.  If
this  Director  Plan is  approved  by the  affirmative  vote of the holders of a
majority of the voting  stock of the  Company  voting in person or by proxy at a
duly held stockholders'  meeting, it shall be deemed to have become effective on
October 27, 1994, the date of adoption by the Board of Directors. Options may be
granted  under this Director  Plan prior,  but subject,  to the approval of this
Director Plan by stockholders of the Company and, in each such case, the date of
grant  shall be  determined  without  reference  to the date of approval of this
Director Plan by the stockholders of the Company.



249583.05

                                  - 37 -



                                                             Exhibit 10(f)

                            SEVERANCE AGREEMENT


              THIS  AGREEMENT  is  entered  into as of  __________,  1996 by and
between Alberto-Culver Company, a Delaware corporation, and _______________ (the
"Executive").

              WHEREAS,  the Executive  currently serves as a key employee of the
Company (as defined in Section 1) and his services and knowledge are valuable to
the Company in  connection  with the  management of one or more of the Company's
principal operating facilities, divisions, departments or subsidiaries; and

              WHEREAS,  the Board (as defined in Section 1) has determined  that
it is in the best  interests of the Company and its  stockholders  to secure the
Executive's   continued  services  and  to  ensure  the  Executive's   continued
dedication  and  objectivity  in the event of any  threat or  occurrence  of, or
negotiation or other action that could lead to, or create the  possibility of, a
Change in Control (as defined in Section 1) of the Company,  without  concern as
to  whether  the   Executive   might  be  hindered  or  distracted  by  personal
uncertainties  and risks created by any such possible Change in Control,  and to
encourage the  Executive's  full  attention and  dedication to the Company,  the
Board has authorized the Company to enter into this Agreement.

              NOW,  THEREFORE,  for and in consideration of the premises and the
mutual covenants and agreements herein contained,  the Company and the Executive
hereby agree as follows:

              1.   Definitions.  As used in this Agreement, the following terms
 shall have the respective meanings set forth below:

              (a)  "Board" means the Board of Directors of the Company.

              (b) "Cause means (1) a material  breach by the  Executive of those
duties and responsibilities of the Executive which do not differ in any material
respect  from the  duties  and  responsibilities  of the  Executive  during  the
six-month  period  immediately  prior to a Change in  Control  (other  than as a
result of incapacity due to physical or mental  illness)  which is  demonstrably
willful and deliberate on the Executive's  part, which is committed in bad faith
or without  reasonable  belief that such breach is in the best  interests of the
Company and which is not remedied in a reasonable  period of time after  receipt
of written notice from the Company  specifying such breach or (2) the commission
by the Executive of a felony involving moral turpitude.

              (c)  "Change in Control" means:

              (1)  The occurrence of any one or more of the following events:

              (A)  The  acquisition  by  any  individual,  entity  or  group  (a
     "Person"), including any "person" within the meaning of Section 13(d)(3) or
     14(d)(2) of the Securities  Exchange Act of 1934, as amended (the "Exchange
     Act"), of beneficial ownership within the meaning of Rule 13d-3 promulgated
     under the Exchange Act of both (x) 20% or more of the combined voting power
     of  the  then  outstanding  securities  of the  Company  entitled  to  vote
     generally in the election of directors  (the  "Outstanding  Company  Voting
     Securities")  and (y) combined  voting power of Outstanding  Company Voting
     Securities  in  excess  of the  combined  voting  power of the  Outstanding
     Company  Voting  Securities  held by the  Exempt  Persons  (as such term is
     defined in Section 1(f)); provided, however, that a Change in Control shall
     not result from an acquisition of Company Voting Securities:

                   (i)  directly from the Company, except as otherwise provided
                        in Section 1(c)(2)(A);

                   (ii)  by the Company, except as otherwise provided in Section
                         1(c)(2)(B);

                   (iii)  by an Exempt Person;


                                         -38-

<PAGE>



               (iv) by an employee  benefit plan (or related trust) sponsored or
               maintained  by the Company or any  corporation  controlled by the
               Company; or

               (v) by any corporation  pursuant to a  reorganization,  merger or
               consolidation  involving the Company,  if, immediately after such
               reorganization,  merger or consolidation,  each of the conditions
               described in clauses (i) and (ii) of Section  1(c)(1)(C) shall be
               satisfied.

              (B) The  cessation  for any reason of the members of the Incumbent
     Board (as such term is defined in Section  1(h)) to  constitute  at least a
     majority of the Board.

              (C)   Approval   by  the   stockholders   of  the   Company  of  a
     reorganization,   merger  or  consolidation   unless,  in  any  such  case,
     immediately after such reorganization, merger or consolidation:

                   (i) more than 60% of the  combined  voting  power of the then
              outstanding  securities  of the  corporation  resulting  from such
              reorganization, merger or consolidation entitled to vote generally
              in the election of directors is then beneficially owned,  directly
              or indirectly,  by all or substantially  all of the individuals or
              entities who were the  beneficial  owners of the  combined  voting
              power  of  all  of  the  Outstanding   Company  Voting  Securities
              immediately prior to such reorganization, merger or consolidation;
              and

                   (ii) at  least a  majority  of the  members  of the  board of
              directors of the corporation  resulting from such  reorganization,
              merger or consolidation were members of the Incumbent Board at the
              time of the  execution  of the initial  agreement or action of the
              Board providing for such reorganization, merger or consolidation.

              (D)  Approval  by the  stockholders  of the Company of the sale or
     other  disposition of all or substantially all of the assets of the Company
     other than (x)  pursuant to a tax-free  spin-off of a  subsidiary  or other
     business unit of the Company or (y) to a corporation with respect to which,
     immediately after such sale or other disposition:

                   (i) more than 60% of the  combined  voting  power of the then
              outstanding  securities  thereof entitled to vote generally in the
              election of  directors  is then  beneficially  owned,  directly or
              indirectly,  by all or  substantially  all of the  individuals and
              entities who were the  beneficial  owners of the  combined  voting
              power  of  all  of  the  Outstanding   Company  Voting  Securities
              immediately prior to such sale or other disposition; and

                   (ii) at  least a  majority  of the  members  of the  board of
              directors  thereof were members of the Incumbent Board at the time
              of the  execution of the initial  agreement or action of the Board
              providing for such sale or other disposition.

              (E)  Approval  by the  stockholders  of the  Company  of a plan of
     complete liquidation or dissolution of the Company.

              (2)  Notwithstanding the provisions of Section 1(c)(1)(A):

                   (A) no  acquisition  of Company  Voting  Securities  shall be
              subject to the exception  from the definition of Change in Control
              contained in clause (i) of Section  1(c)(1)(A) if such acquisition
              results from the exercise of an exercise,  conversion  or exchange
              privilege  unless the security  being so  exercised,  converted or
              exchanged was acquired directly from the Company; and

                   (B) for purposes of clause (ii) of Section 1(c)(1)(A), if any
              Person  (other than the Company,  an Exempt Person or any employee
              benefit plan (or related  trust)  sponsored or  maintained  by the
              Company or any  corporation  controlled by the Company)  shall, by
              reason of an acquisition of

                                        -39-






              Company  Voting  Securities by the Company,  become the beneficial
              owner  of (x) 20% or  more of the  combined  voting  power  of the
              Outstanding  Company  Voting  Securities  and (y) combined  voting
              power of Outstanding  Company  Voting  Securities in excess of the
              combined voting power of the Outstanding Company Voting Securities
              held by the Exempt  Persons,  and such  Person  shall,  after such
              acquisition  of Company Voting  Securities by the Company,  become
              the beneficial owner of any additional  Outstanding Company Voting
              Securities and such  beneficial  ownership is publicly  announced,
              such additional  beneficial ownership shall constitute a Change in
              Control.

              (d)"Company" means Alberto-Culver Company, a Delaware corporation.

              (e "Date of  Termination"  means (1) the effective  date on which
the  Executive's  employment  by the Company  terminates as specified in a prior
written  notice  by the  Company  or the  Executive,  as the case may be, to the
other,  delivered pursuant to Section 11 or (2) if the Executive's employment by
the Company terminates by reason of death, the date of death of the Executive.

              (f)"Exempt Person" (and collectively, the "Exempt Persons") means:

              (1)Leonard H. Lavin or Bernice E. Lavin;

              (2)any descendant of Leonard H. Lavin and Bernice E. Lavin or the
                 spouse of any such descendant;

              (3)the estate of any of the persons described in Section 1(f)(1)
                 or (2);

              (4)any trust or similar arrangement for the benefit of any person
                 described in Section 1(f)(1) or (2); or

              (5)the  Lavin  Family   Foundation   or  any  other   charitable
                 organization established by any person described in Section
                 1(f)(1) or (2).

              (g) "Good Reason" means,  without the Executive's  express written
consent,  the  occurrence  of any of the  following  events  after a  Change  in
Control:

              (1) any of (i)  the  assignment  to the  Executive  of any  duties
inconsistent in any material respect with the Executive's  position(s),  duties,
responsibilities  or status with the Company immediately prior to such Change in
Control, (ii) a change in the Executive's reporting responsibilities,  titles or
offices  with the  Company  as in  effect  immediately  prior to such  Change in
Control or (iii) any removal or  involuntary  termination  of the Executive from
the Company  otherwise  than as  expressly  permitted  by this  Agreement or any
failure to reelect the  Executive to any  position  with the Company held by the
Executive immediately prior to such Change in Control;

              (2) a reduction by the Company in the  Executive's  rate of annual
base salary as in effect  immediately  prior to such Change in Control or as the
same may be increased from time to time thereafter or the failure by the Company
to  increase  such rate of base salary each year after such Change in Control by
an  amount  which at least  equals,  on a  percentage  basis,  the mean  average
percentage  increase in the rate of base salary for the Executive during the two
full fiscal years of the Company immediately preceding such Change in Control;

              (3) any requirement of the Company that the Executive (i) be based
anywhere  other than at the facility  where the Executive is located at the time
of the  Change in  Control  or (ii)  travel  on  Company  business  to an extent
substantially  more  burdensome  than the travel  obligations  of the  Executive
immediately prior to such Change in Control;

              (4) the  failure  of the  Company  to (i)  continue  in effect any
employee   benefit  plan  or  compensation   plan  in  which  the  Executive  is
participating  immediately prior to such Change in Control, unless the Executive
is  permitted  to  participate  in other  plans  providing  the  Executive  with
substantially  comparable  benefits,  or the taking of any action by the Company
which would  adversely  affect the  Executive's  participation  in or materially
reduce the Executive's  benefits under any such plan, (ii) provide the Executive
and the Executive's dependents welfare benefits (including,  without limitation,
medical,  prescription,  dental, disability, salary continuance,  employee life,
group life,  accidental death and travel accident  insurance plans and programs)
in accordance with the most favorable

                                   -40-


<PAGE>



plans,  practices,  programs  and  policies of the  Company  and its  affiliated
companies  in  effect  for the  Executive  immediately  prior to such  Change in
Control or, if more  favorable to the Executive,  as in effect  generally at any
time  thereafter  with respect to other peer  executives  of the Company and its
affiliated companies,  (iii) provide fringe benefits in accordance with the most
favorable  plans,  practices,  programs  and  policies  of the  Company  and its
affiliated  companies  in effect  for the  Executive  immediately  prior to such
Change in Control or, if more favorable to the Executive, as in effect generally
at any time  thereafter with respect to other peer executives of the Company and
its affiliated  companies,  (iv) provide an office or offices of a size and with
furnishings and other appointments, together with exclusive personal secretarial
and other  assistance,  at least equal to the most  favorable  of the  foregoing
provided  to  the  Executive  by  the  Company  and  its  affiliated   companies
immediately  prior to such  Change  in  Control  or,  if more  favorable  to the
Executive,  as provided  generally at any time  thereafter with respect to other
peer  executives of the Company and its  affiliated  companies,  (v) provide the
Executive  with paid  vacation  in  accordance  with the most  favorable  plans,
policies,  programs and practices of the Company and its affiliated companies as
in effect for the Executive  immediately  prior to such Change in Control or, if
more favorable to the Executive,  as in effect  generally at any time thereafter
with  respect  to  other  peer  executives  of the  Company  and its  affiliated
companies,   or  (vi)  reimburse  the  Executive  promptly  for  all  reasonable
employment  expenses  incurred  by the  Executive  in  accordance  with the most
favorable  policies,  practices and procedures of the Company and its affiliated
companies  in  effect  for the  Executive  immediately  prior to such  Change in
Control or, if more  favorable to the Executive,  as in effect  generally at any
time  thereafter  with respect to other peer  executives  of the Company and its
affiliated companies; or

              (5)  the failure of the Company to obtain the assumption agreement
 from any successor as contemplated in Section 10(b).

              For purposes of this Agreement,  any good faith  determination  of
Good Reason made by the Executive shall be conclusive;  provided,  however, that
an isolated,  insubstantial and inadvertent action taken in good faith and which
is remedied by the Company promptly after receipt of notice thereof given by the
Executive shall not constitute Good Reason.

              (h) "Incumbent  Board" means those  individuals who, as of October
24, 1996, constitute the Board, provided that:

              (1)  any   individual  who  becomes  a  director  of  the  Company
subsequent  to such date whose  election,  or  nomination  for  election  by the
Company's  stockholders,  was approved either by the vote of at least a majority
of the directors then  comprising the Incumbent Board or by the vote of at least
a majority  of the  combined  voting  power of the  Outstanding  Company  Voting
Securities  held by the Exempt  Persons shall be deemed to have been a member of
the Incumbent Board; and

              (2) no individual  who was initially  elected as a director of the
Company as a result of an actual or threatened  election contest,  as such terms
are used in Rule 14a-11 of Regulation 14A promulgated under the Exchange Act, or
any other  actual or  threatened  solicitation  of proxies or  consents by or on
behalf of any Person other than the Board or the Exempt  Persons shall be deemed
to have been a member of the Incumbent Board.

              (i)  "Nonqualifying   Termination"  means  a  termination  of  the
Executive's  employment  (1) by the Company for Cause,  (2) by the Executive for
any reason other than a Good Reason, (3) as a result of the Executive's death or
(4) by the  Company  due to the  Executive's  absence  from his duties  with the
Company on a full-time  basis for at least 180  consecutive  days as a result of
the Executive's incapacity due to physical or mental illness.

              (j) "Termination Period" means the period of time beginning with a
Change in Control and ending on the earlier to occur of (1) two years  following
such Change in Control or (2) the Executive's death.

              2. Obligations of the Executive.  The Executive agrees that in the
event of a Change in Control,  he shall not voluntarily  leave the employ of the
Company without Good Reason until 90 days following such Change in Control.  The
Executive  further  agrees that in the event that any person or group attempts a
Change in  Control,  he shall not  voluntarily  leave the employ of the  Company
during such attempted  Change in Control unless an event occurs which would have
constituted  Good  Reason had it  occurred  following  a Change in Control  (for
purposes of determining whether such an event would have constituted Good Reason
had it occurred  following a Change in Control,  the  definition  of Good Reason
shall be  interpreted as if a Change in Control had occurred when such attempted
Change in Control became known to the Board). The Executive acknowledges that if
he leaves the employ of the Company for any reason prior to a Change in Control,
he shall not be entitled to any payment or benefit pursuant to this Agreement.
<PAGE>

              3.   Payments Upon Termination of Employment.

                               -41-






              (a)  If  during  the  Termination  Period  the  employment  of the
Executive shall terminate,  other than by reason of a Nonqualifying Termination,
then the Company shall pay to the Executive (or the  Executive's  beneficiary or
estate) within 30 days following the Date of Termination,  as  compensation  for
services rendered to the Company:

              (1) a cash  amount  equal to the sum of (i) the  Executive's  base
salary  from  the  Company  and its  affiliated  companies  through  the Date of
Termination,  to the extent not theretofore  paid,  (ii) the Executive's  annual
bonus in an amount  determined  in  accordance  with the terms of the  Company's
Management  Incentive  Plan,  (iii)  the  amount  payable  to the  Executive  in
accordance with the terms of the Company's 1994 Shareholder Value Incentive Plan
and (iv) any compensation  previously  deferred for the benefit of the Executive
(together with any interest and earnings  thereon) and any accrued vacation pay,
in each case to the extent not theretofore paid; plus

              (2) a lump-sum cash amount  (subject to any applicable  payroll or
other taxes  required  to be  withheld  pursuant to Section 5) equal to (i) 2.99
times the  Executive's  highest  annual  base  salary  from the  Company and its
affiliated  companies in effect during the 12-month  period prior to the Date of
Termination,  plus (ii) 2.99 times the Executive's  highest  annualized (for any
fiscal year  consisting of less than 12 full months or with respect to which the
Executive has been employed by the Company for less than 12 full months)  bonus,
paid or payable,  including by reason of any  deferral,  to the Executive by the
Company and its affiliated  companies in respect of the five fiscal years of the
Company (or such portion thereof during which the Executive  performed  services
for the  Company if the  Executive  shall have been  employed by the Company for
less than such five fiscal year period) immediately preceding the fiscal year in
which the Change in Control occurs;  provided,  that any amount paid pursuant to
this  Section  3(a)(2)  shall be paid in lieu of any other  amount of  severance
relating to salary or bonus  continuation  to be received by the Executive  upon
termination of employment of the Executive under any severance  plan,  policy or
arrangement of the Company.

              (b) In  addition to the  payments  to be made  pursuant to Section
3(a) hereof,  any stock  options  granted to the  Executive  under the Company's
Employee Stock Option Plan of 1988 shall be treated in accordance with the terms
of such plan.

              (c)  For  a  period  of  36  months  commencing  on  the  Date  of
Termination,  the  Company  shall  continue to keep in full force and effect all
policies of medical, accident, disability and life insurance with respect to the
Executive  and his  dependents  with the same level of  coverage,  upon the same
terms and  otherwise  to the same  extent as such  policies  shall  have been in
effect immediately prior to the Date of Termination or, if more favorable to the
Executive,  as provided  generally with respect to other peer  executives of the
Company and its affiliated  companies,  and the Company and the Executive  shall
share the  costs of the  continuation  of such  insurance  coverage  in the same
proportion  as  such  costs  were  shared  immediately  prior  to  the  Date  of
Termination.

              (d)  If  during  the  Termination  Period  the  employment  of the
Executive  shall terminate by reason of a  Nonqualifying  Termination,  then the
Company  shall  pay to the  Executive  within  30  days  following  the  Date of
Termination,  a cash amount equal to the sum of (1) the Executive's  full annual
base salary from the Company through the Date of Termination,  to the extent not
theretofore paid and (2) any compensation  previously  deferred by the Executive
(together with any interest and earnings  thereon) and any accrued vacation pay,
in each case to the extent not theretofore paid.

         4.  Limitations on Payments by the Company.  Solely for the purposes of
the computation of benefits under this Agreement and  notwithstanding  any other
provisions  hereof,  payments to the  Executive  under this  Agreement  shall be
reduced  (but not  below  zero) so that the  present  value,  as  determined  in
accordance  with Section  280G(d)(4)  of the Internal  Revenue Code of 1986,  as
amended (the  "Code"),  of such  payments  plus any other  payments that must be
taken into account for  purposes of any  computation  relating to the  Executive
under Section 280G(b)(2)(A)(ii) of the Code, shall not, in the aggregate, exceed
2.99 times the  Executive's  "base  amount,"  as such term is defined in Section
280G(b)(3) of the Code. Notwithstanding any other provision hereof, no reduction
in payments under the limitation contained in the immediately preceding sentence
shall be applied to payments hereunder which do not constitute "excess parachute
payments"  within  the  meaning  of the  Code.  Any  payments  in  excess of the
limitation  of this Section 4 or otherwise  determined  to be "excess  parachute
payments"  made to the Executive  hereunder  shall be deemed to be  overpayments
which shall  constitute  an amount owing from the  Executive to the Company with
interest  from the date of receipt by the Executive to the date of repayment (or
offset)  at the  applicable  federal  rate  under  Section  1274(d) of the Code,
compounded  semi-annually,  which shall be payable to the Company  upon  demand;
provided, however, that no repayment shall be required under this sentence if in
the written  opinion of tax counsel  satisfactory to the Executive and delivered
to the Executive and the Company such repayment does not allow such  overpayment
to be excluded for federal  income and excise tax purposes from the  Executive's
income for the year of receipt or afford the  Executive a  compensating  federal
income tax deduction for the year of repayment.

                                 -42-


<PAGE>



              5. Withholding  Taxes. The Company may withhold from all payments
due to the Executive (or his beneficiary or estate) hereunder all taxes which, 
by applicable federal, state, local or other law, the Company is required to 
withhold therefrom.

              6.  Reimbursement  of  Expenses.  If any contest or dispute  shall
arise under this Agreement involving  termination of the Executive's  employment
with the Company or  involving  the failure or refusal of the Company to perform
fully in  accordance  with the terms  hereof,  the Company  shall  reimburse the
Executive, on a current basis, for all legal fees and expenses, if any, incurred
by the  Executive  in  connection  with such contest or dispute,  together  with
interest  in an amount  equal to the prime rate from time to time in effect,  as
published under "Money Rates" in The Wall Street Journal, but in no event higher
than the maximum legal rate  permissible  under applicable law, such interest to
accrue from the date the Company  receives the  Executive's  statement  for such
fees and expenses through the date of payment thereof;  provided,  however, that
in the event the  resolution  of any such contest or dispute  includes a finding
denying,  in total,  the  Executive's  claims in such  contest or  dispute,  the
Executive shall be required to reimburse the Company, over a period of 12 months
from  the  date of such  resolution,  for all  sums  advanced  to the  Executive
pursuant to this Section 6.

              7.   Operative Event.  Notwithstanding any provision herein to the
contrary, no amounts  shall  be  payable  hereunder unless and until there is a 
Change in Control at a time  when  the  Executive  is  employed  by the Company.
 

              8. Termination of Agreement. (a) This Agreement shall be effective
on the date  hereof  and shall  continue  until  terminated  by the  Company  as
provided in Section 8(b); provided, however, that this Agreement shall terminate
in any  event  upon the  first to occur of (i)  termination  of the  Executive's
employment with the Company prior to a Change in Control or (ii) the Executive's
death.

              (b) The Company shall have the right prior to a Change in Control,
in its sole  discretion,  pursuant  to  action  by the  Board,  to  approve  the
termination of this  Agreement,  which  termination  shall not become  effective
until the date fixed by the Board for such  termination,  which date shall be at
least 120 days after notice  thereof is given by the Company to the Executive in
accordance  with  Section 11;  provided,  however,  that no such action shall be
taken by the Board during any period of time when the Board has  knowledge  that
any person has taken steps  reasonably  calculated to effect a Change in Control
until, in the opinion of the Board,  such person has abandoned or terminated its
efforts to effect a Change in Control;  and provided  further,  that in no event
shall this Agreement be terminated in the event of a Change in Control.

              9. Scope of Agreement.  Nothing in this Agreement  shall be deemed
to  entitle  the  Executive  to  continued  employment  with the  Company or its
subsidiaries, and if the Executive's employment with the Company shall terminate
prior to a Change in Control,  then the Executive  shall have no further  rights
under this Agreement; provided, however, that any termination of the Executive's
employment  following  a  Change  in  Control  shall  be  subject  to all of the
provisions of this Agreement.

              10.  Successors; Binding Agreement.

              (a) This  Agreement  shall  not be  terminated  by any  merger  or
consolidation  of the Company  whereby the Company is or is not the surviving or
resulting corporation or as a result of any transfer of all or substantially all
of the assets of the Company. In the event of any such merger,  consolidation or
transfer of assets,  the provisions of this Agreement  shall be binding upon the
surviving or resulting  corporation or the person or entity to which such assets
are transferred.

              (b)  The  Company  agrees  that   concurrently  with  any  merger,
consolidation  or transfer of assets referred to in Section 10(a), it will cause
any successor or transferee  unconditionally  to assume,  by written  instrument
delivered  to  the  Executive  (or  his  beneficiary  or  estate),  all  of  the
obligations  of the  Company  hereunder.  Failure of the  Company to obtain such
assumption  prior to the  effectiveness  of any such  merger,  consolidation  or
transfer of assets  shall be a breach of this  Agreement  and shall  entitle the
Executive to compensation and other benefits from the Company in the same amount
and on the  same  terms as the  Executive  would be  entitled  hereunder  if the
Executive's  employment were terminated following a Change in Control other than
by reason of a  Nonqualifying  Termination.  For  purposes of  implementing  the
foregoing  payment of  compensation  and benefits to the Executive,  the date on
which any such merger,  consolidation  or transfer  becomes  effective  shall be
deemed the Date of Termination.

              (c)  This  Agreement   shall  inure  to  the  benefit  of  and  be
enforceable by the  Executive's  personal or legal  representatives,  executors,
administrators,  successors, heirs, distributees,  devisees and legatees. If the
Executive  shall  die  while  any  amounts  would be  payable  to the  Executive
hereunder  had the  Executive  continued  to  live,  all  such  amounts,  unless
otherwise provided

                                  -43-


<PAGE>



herein,  shall be paid in  accordance  with the terms of this  Agreement to such
person or persons  appointed in writing by the Executive to receive such amounts
or, if no person is so appointed, to the Executive's estate.

              11. Notice.  (a) For purposes of this  Agreement,  all notices and
other  communications  required or permitted  hereunder  shall be in writing and
shall be deemed  to have  been duly  given  when  delivered  or five days  after
deposit in the United  States  mail,  certified  and return  receipt  requested,
postage prepaid,  addressed (1) if to the Executive,  to his most recent address
as it  appears  in the  records  of the  Company,  and  if to  the  Company,  to
Alberto-Culver  Company,  2525 Armitage  Avenue,  Melrose Park,  Illinois 60160,
attention of the  President,  with a copy to the General  Counsel or (2) to such
other  address  as either  party may have  furnished  to the other in writing in
accordance herewith, except that notices of change of address shall be effective
only upon receipt.

              (b) A written notice of the Executive's Date of Termination by the
Company or the Executive,  as the case may be, to the other,  shall (i) indicate
the specific  termination  provision in this Agreement  relied upon, (ii) to the
extent  applicable,  set forth in reasonable  detail the facts and circumstances
claimed to provide a basis for termination of the Executive's  employment  under
the provision so indicated and (iii)  specify the  termination  date (which date
shall be not less than 15 days after the giving of such notice).  The failure by
the  Executive  or the  Company  to  set  forth  in  such  notice  any  fact  or
circumstance  which  contributes  to a showing of Good Reason or Cause shall not
waive any right of the  Executive  or the  Company  hereunder  or  preclude  the
Executive or the Company from asserting such fact or  circumstance  in enforcing
the Executive's or the Company's rights hereunder.

              12. Full  Settlement;  Resolution  of Disputes.  (a) The Company's
obligation to make any payments  provided for in this Agreement and otherwise to
perform  its  obligations  hereunder  shall  not be  affected  by  any  set-off,
counterclaim,  recoupment,  defense or other  claim,  right or action  which the
Company  may have  against  the  Executive  or  others.  In no event  shall  the
Executive be obligated to seek other  employment or take any other action by way
of  mitigation  of  the  amounts  payable  to  the  Executive  under  any of the
provisions of this Agreement  and, such amounts shall not be reduced  whether or
not the Executive obtains other employment.

              (b) If there  shall be any  dispute  between  the  Company and the
Executive in the event of any termination of the Executive's  employment,  then,
unless  and  until  there  is a  final,  nonappealable  judgment  by a court  of
competent  jurisdiction  declaring that such termination was for Cause, that the
determination  by the  Executive of the existence of Good Reason was not made in
good faith, or that the Company is not otherwise  obligated to pay any amount or
provide any benefit to the Executive and his dependents or other  beneficiaries,
as the case may be,  under  Sections  3(a) and 3(b),  the Company  shall pay all
amounts, and provide all benefits,  to the Executive and his dependents or other
beneficiaries,  as the case may be, that the Company would be required to pay or
provide  pursuant to Sections 3(a) and 3(b) as though such  termination  were by
the  Company  without  Cause or by the  Executive  with Good  Reason;  provided,
however,  that the Company  shall not be required  to pay any  disputed  amounts
pursuant to this Section  12(b) except upon receipt of an  undertaking  by or on
behalf of the  Executive  to repay all such  amounts to which the  Executive  is
ultimately adjudged by such court not to be entitled.

              13. Employment with Subsidiaries.  Employment with the Company for
purposes of this  Agreement  shall include  employment  with any  corporation or
other entity in which the Company has a direct or indirect ownership interest of
50% or  more  of the  total  combined  voting  power  of  the  then  outstanding
securities of such corporation or other entity entitled to vote generally in the
election of directors.

              14. Governing Law; Validity. The interpretation,  construction and
performance of this Agreement shall be governed by and construed and enforced in
accordance with the internal laws of the State of Illinois without regard to the
principle  of conflicts  of laws.  The  invalidity  or  unenforceability  of any
provision of this Agreement shall not affect the validity or  enforceability  of
any other provision of this Agreement,  which other  provisions  shall remain in
full force and effect.

              15.  Counterparts.  This Agreement may be executed in two 
counterparts, each of which shall be deemed to be an original and all of  which 
together shall constitute one and the same instrument.

              16. Miscellaneous.  No provision of this Agreement may be modified
or waived unless such  modification or waiver is agreed to in writing and signed
by the Executive and by a duly authorized  officer of the Company.  No waiver by
either  party  hereto at any time of any breach by the other party hereto of, or
compliance with, any condition or provision of this Agreement to be performed by
such other party shall be deemed a waiver of similar or dissimilar provisions or
conditions  at the  same or at any  prior or  subsequent  time.  Failure  by the
Executive or the Company to insist upon strict  compliance with any provision of
this Agreement

                                -44-


<PAGE>



or to  assert  any  right  the  Executive  or the  Company  may have  hereunder,
including,   without  limitation,  the  right  of  the  Executive  to  terminate
employment for Good Reason, shall not be deemed to be a waiver of such provision
or right or any other provision or right of this  Agreement.  The rights of, and
benefits payable to, the Executive,  his estate or his beneficiaries pursuant to
this  Agreement  are in addition  to any rights of, or benefits  payable to, the
Executive, his estate or his beneficiaries under any other employee benefit plan
or compensation program of the Company.

              IN WITNESS  WHEREOF,  the Company has caused this  Agreement to be
executed  by a duly  authorized  officer of the Company  and the  Executive  has
executed this Agreement as of the day and year first above written.


                                                 ALBERTO-CULVER COMPANY



                                                 By:___________________________




                                                 EXECUTIVE:


                                                 ------------------------------





Subscribed and Sworn to before me this ___ day of __________, 1996.


- ----------------------------------
           Notary Public































243526.04

                                      -45-


<PAGE>



<TABLE> <S> <C>

<ARTICLE>5
<LEGEND>                                                
This  schedule  contains  summary  financial   information  extracted  from  the
consolidated  balance  sheet  as of  December  31,  1996  and  the  consolidated
statement  of  earnings  for the three  months  ended  December  31, 1996 and is
qualified in its entirety by reference to such financial statements.
</LEGEND>
<CIK>               0000003327
<NAME>              ALBERTO-CULVER COMPANY AND SUBSIDIARIES
<MULTIPLIER>        1,000
<CURRENCY>          US DOLLARS
<EXCHANGE-RATE>     1.0000
       
<S>                                           <C>
<PERIOD-TYPE>                                 12-MOS
<FISCAL-YEAR-END>                             SEP-30-1996
<PERIOD-START>                                OCT-01-1996
<PERIOD-END>                                  DEC-31-1996            
                                               

<CASH>                                        $106,938
<SECURITIES>                                     6,400
<RECEIVABLES>                                  127,906
<ALLOWANCES>                                     8,612
<INVENTORY>                                    300,451
<CURRENT-ASSETS>                               563,169
<PP&E>                                         308,764
<DEPRECIATION>                                 141,214
<TOTAL-ASSETS>                                 955,374
<CURRENT-LIABILITIES>                          297,825
<BONDS>                                        160,925
                                0
                                          0
<COMMON>                                         7,526
<OTHER-SE>                                     446,402
<TOTAL-LIABILITY-AND-EQUITY>                   955,374

<SALES>                                        426,105
<TOTAL-REVENUES>                               426,105
<CGS>                                           15,388
<TOTAL-COSTS>                                  215,388
                                                
<OTHER-EXPENSES>                               181,587
<LOSS-PROVISION>                                 1,396
<INTEREST-EXPENSE>                               3,179
<INCOME-PRETAX>                                 42,372
<INCOME-TAX>                                    15,784
<INCOME-CONTINUING>                             26,588
<DISCONTINUED>                                       0
<EXTRAORDINARY>                                      0
<CHANGES>                                            0

<NET-INCOME>                                    26,588
<EPS-PRIMARY>                                      .47
<EPS-DILUTED>                                      .44
        

</TABLE>


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