Helen of Troy gets Sure, Pert Plus
This article was originally published in The Tan Sheet
Executive Summary
The El Paso, Texas-based company expects acquisition of Innovation Brands' Sure antiperspirant/deodorant and Pert Plus hair-care brands to be accretive upon integration, generating roughly $65 million for its Idelle Labs division. Sure is "one of the leading brands in the $1.7 billion 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 in 2009. Its personal-care portfolio also includes Brut men's grooming, Ogilvie hair-straightening treatments and Sea Breeze astringents