Breaking News

Playtex Products

January 10, 2006

Playtex Products
Sells Non-Core Brands
l Playtex Products, Inc. announced that it has sold its non-core brand assets including Baby Magic, Mr. Bubble, Ogilvie, Binaca, Dorothy Gray, Dentax, Tek, Tussy, Chubs and Better Off. The brands were sold to Cenuco, Inc., parent company of Lander, a health and beauty care products company. The purchase price for the brand assets is $57 million in cash received at closing, subject to certain adjustments.
“The divestiture of these brands is consistent with our strategic focus on our core categories of feminine care, infant care and skin care. While it is slightly dilutive in the near term, we believe this transaction will greatly simplify our business, reduce costs and therefore improve profits in the long run,” said Neil P. DeFeo, Playtex’s president and chief executive officer.
Playtex anticipates that divestiture of these brands will lower projected sales for 2005 by approximately $6 million, and by approximately $53 million on a fully annualized basis.

blog comments powered by Disqus
  • Buy the Sea, Buy the Sea, Buy the Beautiful Sea

    Buy the Sea, Buy the Sea, Buy the Beautiful Sea

    Tom Branna, Editorial Director||February 8, 2016
    Nova Scotia Fisherman manufactures a boatload of products that incorporate sea kelp and a raft of other natural ingredients.

  • Witch

    Witch's Brew: Dickinson's celebrates milestone in 2016

    Christine Esposito, Associate Editor||February 1, 2016
    Dickinson’s celebrates 150 years of witch hazel skin care with the biggest line expansion in the company’s history.

  • From Research to Retail

    Tom Branna, Editorial Director||February 1, 2016
    What began as research on skin disorders led a dermatologist and his father to create their own skin care formulas.

  • Electric Slide

    Electric Slide

    Melissa Meisel, Associate Editor||February 3, 2016
    Skin care devices bring anti-aging to the next level

  • Crowning Glory

    Crowning Glory

    Christine Esposito , Associate Editor||February 3, 2016
    Celebrity stylists and experts from leading hair care brands talk about the ingredients and formats driving the styling sector.

  • Innovation On Display

    Melissa Meisel, Associate Editor||February 3, 2016
    P&G Beauty Digital Studio showcases new products for 2016