This potential divestiture, the company said, will advance its strategy to focus its resources on its so-called “leadership brands” that include Braun, Honeywell, PUR, Vicks, Hot Tools, OXO, and Hydro Flask, which are among the highest volume, highest margin and most asset-efficient businesses at Helen of Troy.
“Leadership brands remain the primary focus for Helen of Troy. As it relates to our beauty segment, today’s announcement of a formal process for the personal care brands allows us to concentrate resources on beauty appliances, including our market-leading Hot Tools and Revlon brands,” said Julien R. Mininberg, CEO.
P&G sold Infusium to Helen of Troy in 2009. Pert and Sure were also P&G brands at one point, too. Helen of Troy acquired them in 2006 from Innovative Brands. Unilever sold Brut to Helen of Troy in 2003.