Sales: $116 million (estimated) for personal care products. Corporate sales: $1.4 billion.
Key Personnel: Julien R. Mininberg, chief executive officer; Roland Anderskow, president, beauty.
Major Products: Liquid hair styling products, treatment and conditioning products, shampoos, skin care, fragrances, deodorants and antiperspirants; brands include Sure, Pert, Infusium and Brut. Helen of Troy also sells beauty appliances and accessories as well as health care devices and housewares.
New Products: Pert 2 in 1 Ocean Rush Shampoo & Conditioner.
Comments: Net sales revenues from Helen of Troy’s beauty segment dropped 1.8% to $349.3 million (but that total includes beauty implements and appliances). The change was primarily driven by a decline in the personal care category, which was partially offset by solid growth in both retail and professional appliance sales, particularly to online retail customers.
The company is trying to right the ship with Project Refuel. This endeavor, according to an investor presentation released in May 2018, entails a restructuring and realignment of costs, primarily in its personal care business.
One of its brands, Pert, is looking to garner greater attention with younger consumers via Elias Theodorou, a UFC champion who was named a brand spokesperson last year. The alliance with the long-haired ultimate fighter coincided with a brand refresh that included new packaging and dropping “Plus” from name of the iconic 2-in-1 shampoo brand.
In other news, Helen of Troy dropped out of the supplements business, selling off Healthy Directions LLC and its subsidiaries to Direct Digital, LLC at the end of 2017.