Breaking News

Playtex Streamlines

November 17, 2005

Playtex Products has sold its non-core brand assets including Baby Magic, Mr. Bubble, Ogilvie, Binaca, Dorothy Gray, Dentax, Tek, Tussy, Chubs, and Better Off. The brands were sold to Cenuco, Inc., parent company of Lander, a health and beauty care products company. The purchase price for the brand assets was reportedly $57 million in cash, subject to certain adjustments.

"The divestiture of these brands is consistent with our strategic focus on our core categories of Feminine Care, Infant Care and Skin Care. While it is slightly dilutive in the near term, we believe this transaction will greatly simplify our business, reduce costs and therefore improve profits in the long run," said Neil P. DeFeo, Playtex's president and chief executive officer.

Playtex anticipates that the divestiture of these brands will lower projected sales for 2005 by approximately $6 million, and by approximately $53 million on a fully annualized basis.

  • Flushable Wipes Update

    Flushable Wipes Update

    Karen McIntyre, editor||April 13, 2016
    INDA president continues to make defending flushable wipes one of his top priorities.

  • Wipes Entrepreneurs Target Men

    Wipes Entrepreneurs Target Men

    Tara Olivo, associate editor||April 13, 2016
    As more men groom with personal care products, new innovators are seeing opportunities in the wipes market.

  • Germany's Dr. Schumacher Expands Personal Care Wipe Plan

    By Jaroslaw Adamowski, correspondent||April 13, 2016
    50,000 square foot facility opens four years after older site was lost in fire.