BEAUTY CARE

Catterton Partners acquires StriVectin skin care brand, related assets

BY Antoinette Alexander

GREENWICH, Conn. Private equity firm Catterton Partners has acquired the StriVectin skin care brand and related assets from affiliates of Klein-Becker through a holding company. Terms of the deal were not disclosed.

Chrysallis, a management team in the beauty and personal care industry, led by CEO Melisse Shaban and CMO Jill Scalamandre, will lead the new company.

The partnership between Catterton and the Chrysallis management team marks another in a number of endeavors between the two groups, the most notable of which was Frederic Fekkai & Co., which was sold in 2008.

“StriVectin’s record of profitable growth is a tribute to its customer centric marketing and targeted formulations, which helped create the cosmeceutical skin care category. With this transaction, we intend to build on these strengths and our own expertise to further enhance StriVectin’s product portfolio and extend its global reach. We will be looking at new technologies to strengthen StriVectin’s strong clinical positioning, thereby increasing value to the end consumer,” stated Shaban.

StriVectin is expected to reach $58.2 billion by 2012, an increase of 17.6% since 2007, according to Datamonitor data. Lauded as the “stretch-mark cream turned anti-wrinkle phenomenon” since being introduced in 2003, StriVectin is the fastest growing anti-aging brand and one of the top 20 prestige skincare brands in the United States, stated Catterton, citing data from NPD Group.

Today, the StriVectin line encompasses a range of anti-aging products with a targeted, problem-solution positioning, including StriVectin Instant Facial Sculpting Cream, StriVectin-SD Eye Cream, StriVectin Neck Cream, and StriVectin-WF Instant Deep Wrinkle Filler.

StriVectin products are sold through retailers as well as direct marketing channels around the world, with the largest presence in the United States, France and the United Kingdom.

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Cetaphil launches its ‘Comfortable in My Skin’ campaign

BY Antoinette Alexander

FORT WORTH, Tex. Galderma Laboratories’ Cetaphil brand has launched a new viral campaign powered by social media marketing solution Brickfish.

“Cetaphil’s complete line of cleansers and moisturizers help our consumers achieve beautiful and healthy skin,” stated Cindy Kee, senior product manager for Cetaphil. “The ‘Comfortable in My Skin’ campaign is a meaningful way to drive awareness of the utility of our products, while reaching and recognizing our consumers. We are proud to be working with Marriott & Renaissance Caribbean & Mexico Resorts and Kate Spade to offer our consumers a tropical getaway.”

Powered by Brickfish, the campaign enables consumers to create personalized brand-focused user-generated content and virally share their entries with their social networks via widgets, blogs, IM, email and more. Campaign participants have the ability to interact with the Cetaphil campaign by creating, reviewing, sharing and voting upon brand-relevant content.

By visiting http://www.comfortableinmyskin.com/, entrants explain where and what makes them feel most comfortable in their skin. Participants will pick Kate Spade getaway bags and fill them with their favorite Cetaphil products and other items that they would take on Marriott & Renaissance Caribbean & Mexico Resort vacations. Entrants are also asked to complete the sentence: “I feel comfortable in my skin when I am …” The grand prize winner, selected by a panel of judges from Cetaphil, will receive a seven day, four-person getaway to a Marriott & Renaissance Caribbean & Mexico Resort destination of his or her choice, a Kate Spade bag and a $500 American Express gift card to purchase his or her selected getaway items.

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Gillette expands group of Gillette Young Guns with Nascar driver

BY Antoinette Alexander

BOSTON Grooming brand Gillette has expanded its group of Gillette Young Guns drivers by adding Nascar race winner Joey Logano, driver of the No. 20 Home Depot Toyota.

“Joey is one of the hottest drivers in the sport and we are pleased to welcome him as the newest member of the Gillette Young Guns,” stated Michelle Potorski, associate marketing director of Gillette North America. “Our new commercial is about change — whether it’s reminding consumers to change their blades or adding a teenage rookie sensation to our Gillette Young Guns roster. We’re proud to have Joey join the team and look forward to watching his career take off in the Nascar Sprint Cup Series.”

Logano earned his rookie stripes from his fellow Gillette Young Guns during the filming of a new commercial to support the Gillette Optimal Shave indicator strip, which alerts consumers that it is time to change their blades when the strip color changes from blue to white. The commercial features all seven Gillette Young Guns and highlights Logano as the latest addition to the roster of Nascar Sprint Cup Series stars. The ads began airing during the July 11 broadcast of LifeLock.com 400 Chicagoland Speedway.

The Gillette Young Guns drivers also include Clint Bowyer, Kyle Busch, Carl Edwards, Denny Hamlin, Kasey Kahne and Ryan Newman.

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