Lauder gaining mass market presence with purchase of jane marketer Sassaby.
This article was originally published in The Rose Sheet
Executive Summary
JANE's ESTEE LAUDER PARENTAGE WILL ALLOW BRAND TO CONTINUE "RAPID GROWTH" the teen line has experienced since its inception three years ago, Sassaby Cosmetics said following the Sept. 25 announcement that Estee Lauder will acquire the fledgling cosmetics company. Sassaby, which entered the color cosmetics market in 1994 with the "jane" brand, has quickly established itself as a player in the mass market and, in particular, with teenagers. With Estee Lauder's R&D resources and financial backing, the company will be able to sustain growth and continue to pursue expansion plans with new products, greater distribution and a wider audience, Sassaby said. The deal is expected to be completed by the end of October. Terms were not disclosed.