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Pure Silk shave cream brand announces new packaging, enhanced formulation

BY Antoinette Alexander

DUBLIN, Ohio — Pure Silk shave creams for women has unveiled a sleek new packaging design and improved moisturizing formula with twice the aloe of Pure Silk’s previous shave creams.

The redesign highlights key ingredients found in each of the brand’s seven fragrances and new 100% rust-proof aluminum cans. 
 
To support the launch of the new design and formulation, Pure Silk has hired Rachel Kay Public Relations to execute public relations and social media strategy and GSD&M Advertising as its creative partner. The combined efforts of the agencies will advance the company’s goal to connect with its core consumers — women and teens — via a mix of paid and earned media.

The company also is supporting the relaunch with an advertising campaign that includes print ads and broadcast ad spots. Pure Silk also is the sponsor of nine Ladies Professional Golf Association tour members, including Natalie Gulbis, Brittany Lincicome, Jennifer Song and Stacy Lewis, who currently is ranked second in the world.


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Rubbermaid introduces bathroom cleaning solutions

BY Allison Cerra

ATLANTA — Rubbermaid has extended its portfolio to include bathroom scrubbers and the Clean and Dry plunger.

Rubbermaid bathroom scrubbers provide four tools — including the spray scrubber, extendable scrubber, flexible scrub brush and 2-in-1 scrubber. A variety of switchable pads also are available — including scour, sponge, bristle and disposable pads — so cleaning can be tailored to fit the consumers’ preferred method of cleaning. Meanwhile, the Rubbermaid Clean and Dry plunger is exclusively protected with NeverWet nanotech coating, which forms a shield that repels water. Like car wax, water instantly beads up and rolls off the Clean and Dry plunger reducing the spread of germs and eliminating drips.

"Our research tells us again and again that when consumers use Rubbermaid solutions in their homes, they feel free to live their lives and focus on what really matters," Rubbermaid VP marketing Steve Pawl said. "This insight naturally extends to the bathroom, where consumers are constantly seeking simpler and more effective solutions. Our line of new Rubbermaid bathroom scrubbers and the Clean and Dry plunger join the Reveal microfiber spray mop to extend the ways Rubbermaid is helping consumers achieve a clean and organized home quickly and effectively."

Rubbermaid bathroom scrubbers now are available at The Home Depot, Meijer, Menards and select Walmart and Target stores nationwide and on Rubbermaid.com with a suggested retail price range from $3.99 to $14.99. The Rubbermaid Clean and Dry plunger now is available at The Home Depot, Meijer, Menards and select Walmart, Target, Costco and Lowe’s stores nationwide and on Rubbermaid.com for a suggested retail price of $12.99.

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Sergeant’s Pet Care gets Perrigo’s attention

BY DSN STAFF

ALLEGAN, Mich. — An expanded offering of private-label pet care products will come soon to retailers’ shelves, following the acquisition of Sergeant’s Pet Care Products by Perrigo, the leading global provider of store-brand health and personal care items.

Perrigo said it signed a definitive agreement to acquire substantially all of the assets of Sergeant’s, a privately held Omaha-based company, for $285 million in an all cash deal that enables Perrigo to enter the $8 billion pet care market.

"This acquisition allows us to penetrate the pet care category by offering numerous flea and tick, health and well-being and consumable products to pet owners at affordable prices," Perrigo chairman and CEO Joseph Papa said. "Sergeant’s has a proven record of innovation, high quality manufacturing with great customer service. We welcome Sergeant’s 200-plus employees and over one thousand SKUs to the Perrigo family. This is a first step in executing on our strategy to expand our consumer healthcare portfolio into pet care, an adjacency of interest to our retail customers. We are excited to bring quality and value to consumers and their extended families."

According to Perrigo, Sergeant’s primary over-the-counter channel flea and tick products contain the same active ingredients as the leading veterinary channel national brands, but offer consumers and retailers a compelling value proposition. In addition, Perrigo said the transaction is aligned with company’s strategic growth objective to expand into adjacent categories where Perrigo can drive enhanced product offerings and value for its retail customers.

"We are very impressed with Sergeant’s strategic direction, growth and product offerings since its founding in 1868," Papa said. "The team has built a company focused on bringing high quality, affordable pet care products quickly to market and the barriers to entry in this category are high. This strategic acquisition will expand our existing consumer healthcare business and add tremendous value for our shareholders for years to come."

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