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Helen of Troy Scoops Up Personal Care Brands

Worldwide personal care marketer acquires Pert Plus and Sure

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By: Jamie Matusow

Editor-in-Chief

Helen of Troy Limited, designer, developer and worldwide marketer of brand-name personal care and household consumer products, announced that it has entered into an agreement with Phoenix-based Innovative Brands, LLC, a portfolio company of Najafi Companies, to acquire the Pert Plus hair care and Sure anti-perspirant and deodorant businesses from Innovative Brands.

Pert Plus enjoys a long history as a leading brand in the $2 billion U.S. shampoo category through its pioneering development of the 2-in-1 shampoo and conditioner combination technology. Sure is one of the leading brands in the $1.7 billion U.S. anti-perspirant and deodorant category, well known for its product efficacy and value to both women and men. The completion of the transaction is subject to Hart-Scott-Rodino review and customary closing conditions. The acquisition is expected to close at the end of March 2010.

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