White Rain
This article was originally published in The Rose Sheet
Executive Summary
Print ads to debut in September books, including traditional beauty magazines and lifestyle books like People, The White Rain Company says. Backed by a $12 mil. campaign, the ads are the first for the brand since 1996, when White Rain was owned by Gillette. Ads show the back of a nude woman reaching up to a waterfall with the tagline "Rain on me," representing the "image of the brand being clean, simple, healthy," White Rain Company President Gary Raymond says. White Rain was purchased from Gillette by Diamond Products Company in March, which later formed The White Rain Company (1"The Rose Sheet" March 27, In Brief)
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White Rain
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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