BEAUTY CARE

Helen of Troy acquires Pert Plus, Sure brands

BY Antoinette Alexander

EL PASO, Texas Helen of Troy has reached an agreement to acquire the Pert Plus hair care and Sure antiperspirant and deodorant businesses from Innovative Brands.

Terms of the deal were not disclosed. The acquisition is expected to close at the end of this month.

Innovative Brands, which is a portfolio company of private investment firm Najafi Cos., acquired the Pert Plus and Sure brands from Procter & Gamble in 2006.

“We are very pleased to acquire the Pert Plus and Sure brands from Innovative Brands. We have a growing position in hair care styling and personal grooming with our innovative appliance and accessory businesses and adding Pert Plus and Sure will enhance our role as a comprehensive provider of solutions for our hair care and personal grooming consumers and styling professionals,” stated Gerald Rubin, chairman, CEO and president of Helen of Troy.

Rubin stated that the Pert Plus and Sure brands will be integrated into its Idelle Labs division, which markets and manages its hair and skin care products. Consumer product brands currently sold by Idelle Labs include Infusium 23, which it acquired from P&G in March 2009; Brut; Vitalis; Final Net; Sea Breeze and Condition 3-in-1.

Helen of Troy expects the Pert Plus and Sure brands to generate roughly $65 million in annual sales for the Idelle Labs division and to be accretive upon integration.

Rubin noted that Helen of Troy will “continue to pursue similar acquisitions that can be integrated into Helen of Troy and provide accretive earnings to our shareholders.”

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Beiersdorf appoints new agency of record

BY Antoinette Alexander

NEW YORK Beiersdorf has appointed Carat as its new agency for media planning and buying services.

“We were extremely impressed by Carat’s strategic vision and thorough understanding of our consumers’ media mindset. Through insightful targeting of our consumers, Carat will help us maximize our media investment and increase efficiencies. The full integration of our media planning efforts will build larger, even more breakthrough programs,” stated Nicolas Maurer, Beiersdorf VP marketing.

The appointment follows a four-month review process that select agencies, including incumbent OMD, took part in.

As its new agency of record, Carat, an Aegis Media Group company, will provide media strategy, planning and buying services for Beiersdorf’s Nivea, Nivea for Men, Eucerin and Aquaphor brands within the United States. Beiersdorf will continue to work with OMD’s Green Room Entertainment for its branded entertainment initiatives.

Beiersdorf partners with creative agencies TBWA and Draft FCB for its creative work.

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Deschanel, Knowles and Munoz become Rimmel London brand ambassadors

BY Antoinette Alexander

LONDON Beauty company Coty has announced that Zooey Deschanel, Solange Knowles and Alejandra Ramos Munoz will join the lineup of ambassadors of Rimmel London.

They will team with Kate Moss, Georgia May Jagger and Coco Rochas as the ambassadors of the iconic British cosmetics brand.

Actress Deschanel, who has starred in such films as “(500) Days of Summer,” “Yes Man,” “The Happening” and “Elf,” will be the face of Rimmel London star products including a new breakthrough lash accelerating mascara, a perfecting powder foundation and a lasting lipstick. She will appear in its newest campaigns slated to debut in August worldwide.

Knowles, a singer/songwriter, producer, actress, entrepreneur and disc jockey, has released two inspired solo albums including the critically acclaimed “Sol-Angel and the Hadley St. Dreams” and her debut “Solo Star” on the Music World Entertainment label. Knowles will represent Rimmel London makeup looks in campaigns that debut in the fall.

Puerto Rican model Munoz was discovered by Rimmel London when she won a modeling competition sponsored by the brand. She will grace Rimmel London campaigns in the fall.

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