The skin care firm will take the brand off Chattem’s hands; as the Sanofi firm no longer has the resources or focus to drive the brand in the direction it requires, whilst it fits SSCR’s strategy.
"This acquisition is consistent with our long-term strategy, which includes growing our sun care portfolio with clearly differentiated offerings as part of a broader diversification strategy," says SSCR CEO Steve Taylor.
"Bull Frog is an iconic brand that we believe will respond positively to our laser focus on the sun care category and our commitment to growing brands through innovation, advertising and best-in-class retail service."
Sun care protection has become a common feature in the personal care products industry, owing to the growing consumer awareness about skin health.
Rising consumer expectations in terms of product characteristics such as durability, self-tanning, absorption, and water resistance are boosting innovation in the sun care products market.
Bull Frog was one of Chattem's best-known brands launched almost thirty years ago and acquired by Chattem shortly after.
It was the first sun care brand to provide water resistant protection, and it was the initial mass-marketed sunscreen and insect repellent line, and its new Florida-based owners believe it will help take it to a new level in the sun care market.
Best for both
"We are well positioned to leverage the Bull Frog market opportunity and drive the brand to a new level," adds Taylor.
According to Chattem’s executive vice president Robert Long, although the brand has risen in popularity over the years, as the company no longer has such a skin care focus anymore, a sale was the best way for the brand to move forward.
Over time, Bull Frog became one of Chattem’s smaller brands and as it has taken sales of allergy medicine Allegra from parent firm Sanofi, Long describes the deal as an ordinary course of business divestiture.