Sales: $325 million (estimated).
Key Personnel: James Daniels, chief executive officer.
Major Products: Personal care products including soaps, body washes, deodorants and hair care sold under the Zest, VO5, Rave, Coast and White Rain banners.
New Products: VO5 Shine, Glow & Go Beauty Oil and VO5 Pure Sunshine Shampoo & Conditioner.
Comments: High Ridge may have “more established” personal care properties—Alberto VO5, for example, is 60 this year—but those brands have been making big pushes on social media that are bound to reach younger and more tech-connected customers.
For example, last summer, it asked consumers to vote for a new fragrance for Alberto VO5’s via the hair care line’s Facebook page. Fans picked Pure Sunshine (notes of pacific rose apple, white peony and cashmere wood), which launched officially in December 2014.
“We can’t thank our millions of loyal VO5 fans enough for their enthusiastic participation, and for their genuine role in making our newest fragrance a reality. Pure Sunshine is literally a fragrance of the people – VO5 people,” said Nina Riley, vice preisdent of marketing for VO5.
More recently, to mark VO5’s 60th birthday, High Ridge Brands created a Facebook-based petition for a star of its own on Hollywood Boulevard.
In addition, sister hair care brand LA Looks rolled out its latest model search on Facebook. Contestants will vie for the chance to win a trip to Los Angeles for a professional photo shoot and a surprise VIP experience, including airfare, car rental, hotel and a trip stipend. Next month fans will vote online to determine the two grand-prize winners.