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Jergens to buy Curel, SoftSense for $135 mil., purchase builds skin care portfolio.

This article was originally published in The Rose Sheet

Executive Summary

JERGENS CUREL BUY COMPLEMENTS EXISTING MOISTURIZERS WITH THERAPEUTIC BRAND that has "broad support among dermatologists" for its moisturizing benefits, according to Andrew Jergens. The purchase of the Curel body lotion from Bausch & Lomb rounds out Jergens' mass market cosmetics lotion presence with an ethically positioned product that has packaging featuring the caduceus emblem of the medical profession, encircled with the words "Dermatologist Recommended." Curel carries a price tag roughly twice that of the company's Jergens lotion brand. Andrew Jergens also markets facial cleansers and moisturizers under the Jergens and Biore umbrellas.
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