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In Brief: Playtex Products

This article was originally published in The Rose Sheet

Executive Summary

Playtex Products: To market Dentax toothpaste, dental floss and toothbrushes following the company's $9.2 mil. cash purchase of Boca Raton, Fla.-based Carewell Industries announced Jan. 6. With the acquisition, Playtex will expand its oral care presence by entering the dental floss and toothpaste businesses. The company currently markets the Tek toothbrush line. Carewell, which distributes its products in food, drug and mass merchandise stores, had sales of $5.7 mil. in 1997 and introduced its toothpaste in the second quarter of 1997. The Carewell buy is Playtex' second acquisition in as many months; in December, the company purchased the Personal Care Group, including Binaca mouthspray, as well as the Ogilvy, Dorothy Gray and Tussy brands, for approximately $182 mil. in cash and stock ("The Rose Sheet" Jan. 5, p. 3). With the most recent move, Playtex said it will continue "to make more acquisitions, whether big or small, as a way to accelerate" its growth. The firm announced last May its plans to broaden its H&BA product portfolio through brand or company acquisitions or through leveraging the Playtex name ("The Rose Sheet" May 26, 1997, In Brief)...
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