Southern Cosmetics acquires Namoi Judd brand

By Simon Pitman

- Last updated on GMT

Related tags: Naomi judd, Ashley judd, Brand management

Internet-based direct sales cosmetics provider Southern Cosmetics
has confirmed the acquisition of the Esteem brand from Naomi, the
cosmetic company owned by singer and actress Naomi Judd. The move
follows a successful agreement to supply the Naomi Judd cosmetic
lines forged in September last year.

The acquisition became effective on December 1, 2005 and the formal announcement was made yesterday, while more exact details and the cost of the transaction were not revealed. The terms of the agreement means that the patented Esteem line will continue to focus on skin care products that promote anti-aging.

Catherine Basinger, CEO of Southern Cosmetics said that the success of the Esteem brand would now be fully incorporated into the company's health, beauty and neutraceutical product portfolio and that she was now expecting continued expansion of the line.

The original agreement with Southern Cosmetics, which is based in Long Beach California and uses the internet to market and sell its beauty lines, was forged to promote and distribute the Naomi brands and to add to the company's own expanding product portfolio.

At the time the company said that the deal was still in the preliminary stages and that the final terms were being discussed. The particular success of the Esteem brand meant that Southern Cosmetics has decided to buy it outright and to continue to market the product line in its current form.

Naomi Judd launched herself into cosmetics three years ago, when she teamed up with her personal dermatologist Melvin Elson to create her line of skin care products. Since then the company has grown significantly, as had its product portfolio. In 2004 the company had a sales turnover of $9 million.

Naomi Judd has two daughters, Wynona and Ashley, who are also both renowned stage performers. And indeed, following in her mother's footsteps, Ashley Judd last year became the spokesperson and model for Estee Lauder's American Beauty line.

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