Will Breck Make a Comeback?

The Dial Corporation and The Himmel Group today announced that Himmel Hair Care Products has licensed the rights from The Dial Corporation to market hair care products under the Breck brand name in the United States, Canada, Europe and Asia.

“Breck has powerful brand equity,” said Jeffrey S. Himmel, chairman of the Himmel Group.”The Breck name has withstood the test of time and has a rich heritage. While Breck has virtually no sales today in the United States, it has the same level of brand awareness as the leading shampoos. We brought Ovaltine back to life, and we’re thrilled about the prospect of bringing Breck back.”

“Revitalizing the Breck brand, now sold only in Mexico, will improve value for Dial shareowners,” said Herbert M. Baum, Dial’s chairman, president and CEO. “Himmel’s experience reviving old brands like Ovaltine makes it the right choice to restore Breck to a prominent position in the shampoo market.”

In 1930, John H. Breck, concerned about his own hair loss, created the gentle shampoo that carries his name. In 1936, his son Edward began using images of beautiful girls with luscious hair to market Breck shampoo. Over the next 40 years, such future celebrities as Brooke Shields, Cheryl Tiegs, Cybill Shepherd, Jaclyn Smith, Christie Brinkley and Kim Basinger all promoted the shampoo as “Breck Girls.”

The Himmel Group management team has more than 30 years experience marketing consumer products, including Topol Smoker’s ToothPolish, Doan’s Pills, Cuticura Medicated Soap and Lavoris Mouthwash. Himmel has tripled sales of Ovaltine and built Gold Bond Medicated Powder from a small brand in New England into both the market leader and a line of medicated skin care products. Himmel also owns Himmel Equities LLC, its in-house media buying company. Patrick G. Dwyer, president of Himmel Nutrition, will serve as president of Himmel Hair Care Products.