Helen of Troy Takes Pert Plus, Sure Brands In Fresh Directions With New Ads
This article was originally published in The Rose Sheet
Executive Summary
Ad campaigns for personal-care brands Pert Plus and Sure - the first in about five years - are designed to reestablish "personalities" for the iconic brands in a way that speaks to the attitudes and needs of today's consumers, according to ad agency Madison Avenue Consortium
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Deodorant trends
With numerous deodorant/antiperspirant SKUs on the market, women are building collections of underarm products and varying their use as they do with fragrances, says Miriam Quart, president of advertising agency Madison Avenue Consortium. "Just as you see women with five or six different fragrances on her dresser, they pretty much have between three or four [underarm products] and accessorize depending on what they are doing that day," she said during an Oct. 21 interview in which she touched upon several deodorant/antiperspirant trends. Quart's agency was assigned by Helen of Troy's Idelle Labs division to re-establish "personalities" for the firm's recently acquired Sure deodorants and Pert Plus hair care brands (1"The Rose Sheet" Oct. 25, 2010)
Deodorant trends
With numerous deodorant/antiperspirant SKUs on the market, women are building collections of underarm products and varying their use as they do with fragrances, says Miriam Quart, president of advertising agency Madison Avenue Consortium. "Just as you see women with five or six different fragrances on her dresser, they pretty much have between three or four [underarm products] and accessorize depending on what they are doing that day," she said during an Oct. 21 interview in which she touched upon several deodorant/antiperspirant trends. Quart's agency was assigned by Helen of Troy's Idelle Labs division to re-establish "personalities" for the firm's recently acquired Sure deodorants and Pert Plus hair care brands (1"The Rose Sheet" Oct. 25, 2010)
Helen of Troy gets Sure, Pert Plus
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