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Helen of Troy Limited today announced the March 31, 2010, closing of its previously reported agreement to acquire the Pert Plus hair care and Sure antiperspirant and deodorant brands from Innovative Brands.
According to a company statement, Pert Plus enjoys a long history as a leading brand in the $2 billion U.S. shampoo category through its pioneering development of the 2-in-1 shampoo and conditioner combination technology. Sure is one of the leading brands in the $1.7 billion U.S. antiperspirant and deodorant category, well-known for its product efficacy and value to both women and men.
"We expect to quickly integrate Pert Plus and Sure into our Idelle Labs division, which markets and manages our hair and skin care brands," said Gerald J. Rubin, chairman, CEO and president, Helen of Troy Limited. "We also expect that sales of the Pert Plus and Sure brands will be approximately $65 million on an annual basis, and that the acquisitions will be accretive upon their integration. Our Idelle Labs division sells branded consumer products including Infusium 23, Ogilvie, Brut, Vitalis, Final Net, Vitapointe, Condition 3-in 1, Sea Breeze and Ammens through professional, mass merchant, drug store and grocery distribution channels. The Pert Plus and Sure brands will further enhance our role as a comprehensive provider of solutions for our hair care and personal grooming consumers and styling professionals."