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P&G Signs Licensing Deal with Little Busy Bodies

July 10, 2013

Mom started, owned and operated company Little Busy Bodies, LLC has finalized a licensing agreement with Procter & Gamble in which it will make and market a line of saline infused products under the Puffs brand. The first product from the alliance is Puffs Fresh Faces, a moist saline tissue for adults that hit stores last month.

Two moms out of Portland, OR developed the ever-first saline nose wipe to soothe children’s sore, red, stuffy noses. The duo formed Little Busy Bodies Inc. in May 2007 to make and market that product, which they called Boogie Wipes. Sales of the wipes went on to reach $1 million in the company’s first year of business and by 2011, Little Busy Bodies had reached $10 million in sales with products sold in 50,000 retail stores across the US and Canada including Target, Toys ‘R’ Us, Walgreens, and Wal-Mart.

Co-founder and CEO Julie Pickens runs the company out of Cincinnati, OH after announcing a partnership with Nehemiah Manufacturing.

“Little Busy Bodies came to P&G as a potential Connect+Develop open innovation partner, bringing to the table a solid commitment to innovation, consumers and partnership. Our collaboration resulted in Puffs Fresh Faces, giving consumers a new way to use a trusted brand,” said Laura Becker, general manager, Connect+Develop and Global Business Development.

According to Pickens, the partnership with P&G “has really allowed us to build on the technology behind the use of saline for personal care and to realize our goal of taking moist saline wipes to the next level.”

Puffs Fresh Faces are said to be perfect for removing makeup, cleaning or refreshing the face after a long day or tough workout, and for taking on sneezes and mucus-filled moments caused by colds, the flu and allergies, according to the company.

The wipes will be offered in Fresh Scent, Light Lavender, with a touch of Vicks and fragrance free. (For more on the wipes market, see p. 56 in this issue.)
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