Energizer to acquire American Safety Razor
ST. LOUIS Energizer Holdings emerged as the winning bidder for American Safety Razor in bankruptcy court proceedings, inking a deal to buy substantially all of ASR’s assets for $301 million in cash and the assumption of certain liabilities.
The acquisition is subject to regulatory approval. Energizer is the parent company of Schick Wilkinson Sword, the second-largest manufacturer and marketer of men’s and women’s wet-shave products in the world.
With more than 135 years of experience, ASR is the fourth-largest manufacturer and distributor of wet-shave products, and is a supplier of private-label razors and blades. Its value-priced products are sold throughout the world to mass merchandisers, drug stores and supermarkets under store brand names, as well as under ASR’s brands, including Magnum, X5, Matrix 3, Mystique and Personna.
According to Ward Klein, CEO of Energizer, the addition of ASR’s foothold in the private-label wet-shave business “provides an important strategic fit and opportunity for the Energizer personal care business.” Energizer plans to maintain and further strengthen ASR’s private-label business.
Ethnic beauty goes green
Whether it is through the elimination of harsh chemicals, the use of eco-friendly packaging or the infusion of proprietary ingredients, the ethnic personal care segment appears to be embarking on a path of greater innovation.
“Marketers have thus ventured beyond the usual hair relaxers, the few darker tints of makeup and heavy moisturizers, to offer premium-to-high-end beauty and grooming regimens sold through pop-prestige outlets, such as Sephora, as well as through TV home shopping networks [like] HSN, QVC and others,” stated market research publisher Packaged Facts in its recently published report titled “Ethnic Hair, Beauty and Cosmetics Products in the U.S., 7th Edition.” The report noted that organic formulations also are driving ethnic HBC sales.
Ethnic hair care, makeup and skin care products are a $2.7 billion business. As for the effect of the challenging economy, the market achieved mid-single-digit increases during the global recession of 2008-2009, and is expected to return to double-digit progress as the recovery proceeds.
One example of new product innovation is ethnic hair care company Green-Wonders, which is expanding its product line with the new Naturalaxer Kit-In-A-Jar. The product is positioned as the first multi-ethnic hair relaxer that is organic, nontoxic and chemical-free.
While the products, including the new Naturalaxer Kit-In-A-Jar, currently are available only online at Naturalaxer.com, the company is looking to take the Green-Wonders line into retail chains and beauty supply stores next year.
This fall, Johnson Products is launching a new touch-up relaxer system and maintenance line called Ultra Care. The new relaxer system not only promotes the company’s Moisture Blend complex—designed to battle dryness and hair breakage—but also uses eco-friendly resins and recyclable packaging. The kit comes in regular or coarse, and has a full maintenance line that includes a shampoo, conditioner and serum.
“The ‘new’ Johnson Products Co. will provide us with a platform to bring product innovations and promotions for Ultra Care and other JPC brands to a unique multicultural consumer group,” stated Eric Brown, CEO of Johnson Products.
To address the specific problems of skin of color, there’s the new Fade systems by Black Opal that shipped in September. The Black Opal Maximum Strength Plus system is specially formulated for skin of color to deliver maximum fading benefits along with conditioning. With the highest concentration of hydroquinone in a nonprescription product, the Maximum Strength Plus system promises to result in a more rejuvenated complexion.
The Black Opal Sensitive Skin system is specially formulated for skin of color to care for reactive skin. It is formulated with Sepi-White, a fading agent derived from lipoamino acids, to target the root of hyperpigmentation and fade dark spots and discolorations.
Maybelline offers perfect fit
NEW YORK —Maybelline New York is looking to revolutionize how women shop the wall for face makeup with its new Fit Me collection, available at retail beginning January 2011.
Using the Fit Finder tool, women can easily find the right shade of foundation and the corresponding shades of concealer, powder and blush. The wall is segmented into rows. Each row represents one intensity (i.e., light, medium or deep), and all of the products are numbered for a foolproof process. To find the right shade or number, place your wrist under the windows and find the shade that is the closest match.
Furthermore, the formula features an exclusive Skin Merge technology, which matches skin tone and makes blending easy.
The collection is comprised of 18 foundation and powder, six concealer, 12 blush and three bronzer shades.