Ascendia sells off another personal care brand

By Guy Montague-Jones

- Last updated on GMT

Related tags Baby magic

Struggling cosmetics firm Ascendia has sold baby care brand Baby Magic to Naterra International shortly after shedding its Ogilvie hair care brand.

Ascendia filed for bankruptcy protection in the summer after marketing costs associated with the re-launch of the Healing Garden brand sparked a cash flow crisis.

Selling rights for cash

The company is still operating as a going concern having filed for voluntary reorganization but is now selling off brands in a bid to restore itself to financial health.

The latest brand to leave the Ascendia stable is Baby Magic, which has been snapped up by the personal care manufacturer Naterra International.

Naterra will immediately begin marketing and distributing the entire Baby Magic line, including the brand’s traditional products: Gentle Baby Wash and the Gentle Baby Lotion.

Baby care brand has long history

Baby Magic is the second largest baby care brand in the US and has been a feature of personal care shelves for quite some time.

“Baby Magic is a well recognized brand that has been trusted by moms for more than 100 years,”​ said Todd First, the vice-president of sales and marketing at Naterra International.

“The Baby Magic brand will diversify as well as considerably increase the size of our market segment.”

The announcement of the brand acquisition comes only days after Helen of Troy bought the worldwide rights to Ogilvie from Ascendia.

Helen of Troy expects to generate $10m in additional annual sales from the Ogilive line of hair styling products.

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