10.14.03
CFCP Lavoris, LLC, a Los Angeles-based subsidiary of Charles Flora Consumer Products, LLC, has acquired of Lavoris mouthwash from Schwarzkopf & Dep, a division of the Henkel Corp. Lavoris mouthwash has been in the marketplace since 1903 with more than $50 million in brand-supported advertising. Lavoris is the top-selling cinnamon mouthwash. Lavoris was the first mouthwash in mass distribution and gained initial popularity through its various dental programs. Dep acquired the brand in 1987.
CFCP Lavoris, LLC, plans to continue the sales and support of Lavoris in through its network of reps and brokers worldwide. The company intends to provide increased resources to current distribution and add to the brand's core product range by the third quarter of 2004.
"The acquisition of Lavoris mouthwash is part of our core strategy in building a portfolio of well known brands that require a certain level revival in distribution," said Bruce M Friedman, chief executive officer of Charles Flora Consumer Products, LLC. "Our focus will be to leverage the brand's good name and reputation and broaden the brand's equity toward a wider demographic of consumers. We plan on extending the brand in specific ways, including lines targeting kids and teens."
CFCP Lavoris, LLC, plans to continue the sales and support of Lavoris in through its network of reps and brokers worldwide. The company intends to provide increased resources to current distribution and add to the brand's core product range by the third quarter of 2004.
"The acquisition of Lavoris mouthwash is part of our core strategy in building a portfolio of well known brands that require a certain level revival in distribution," said Bruce M Friedman, chief executive officer of Charles Flora Consumer Products, LLC. "Our focus will be to leverage the brand's good name and reputation and broaden the brand's equity toward a wider demographic of consumers. We plan on extending the brand in specific ways, including lines targeting kids and teens."