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Helen of Troy gets Sure, Pert Plus

This article was originally published in The Rose Sheet

Executive Summary

El Paso, Texas-based company expects acquisition of Innovation Brands' Pert Plus hair-care and Sure antiperspirant/deodorant brands to be accretive upon integration, generating roughly $65 mil. for its Idelle Labs division. Firm hails Pert Plus as a leader in the $2 bil. U.S. shampoo sector "through its pioneering development of the 2-in-1 shampoo and conditioner combination." Recently launched Pert Plus 3-in-1 products (shampoo plus conditioner plus body wash) offer efficiencies for the whole family and for men (1"The Rose Sheet" March 1, 2010, Marketing In Brief). Meanwhile, Sure is "one of the leading brands in the $1.7 bil. U.S. antiperspirant and deodorant category," Helen of Troy says. "Adding [the brands] will enhance our role as a comprehensive provider of solutions for our hair-care and personal grooming consumers and styling professionals." Deal is expected to close by the end of the month, according to March 10 release. Helen picked up Infusium 23 hair care from Procter & Gamble last spring (2"The Rose Sheet" April 6, 2009, In Brief). Its personal-care portfolio also includes Brut men's grooming, Ogilvie hair-straightening treatments and Sea Breeze astringents
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