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Helen of Troy wraps up Pert Plus, Sure acquisition

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EL PASO, Texas — Helen of Troy Ltd. has closed its agreement to acquire the Pert Plus hair care and Sure antiperspirant and deodorant brands from Innovative Brands LLC.

Terms of the deal, announced in early March, weren’t disclosed. Plans call for Helen of Troy to integrate Pert Plus and Sure into its Idelle Labs division, which markets and manages the company’s hair and skin care products.

Helen of Troy said the two brands are expected to generate about $65 million in annual sales for Idelle Labs, whose products include Infusium 23, Ogilvie, Brut, Vitalis, Final Net, Vitapointe, Condition 3-in 1, Sea Breeze and Ammens.

"The Pert Plus and Sure brands will further enhance our role as a comprehensive provider of solutions for our hair care and personal grooming consumers and styling professionals," Gerald Rubin, Helen of Troy’s chairman and chief executive officer, said in a statement.

Innovative Brands had acquired Pert Plus and Sure from Procter & Gamble Co. in 2006.


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