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White Rain

This article was originally published in The Rose Sheet

Executive Summary

Diamond Products Company (Tampa, Fla.) purchases Gillette's White Rain hair care business, including its St. Paul, Minn. manufacturing facility. The White Rain Company was formed to develop the business under the leadership of CEO Bruce Travis, a former Duracell exec, and President Gary Raymond, the private label manufacturer announces March 23. Diamond will break a $12 mil. print ad effort in July and hopes to build White Rain sales to $170 mil. from $110 mil. The new company will be based in Danbury, Conn. Gillette announced it would sell the White Rain business last year in order to focus on core product categories (1"The Rose Sheet" March 29, 1999, In Brief)
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