Helen of Troy completes Pert Plus and Sure acquisition

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Helen of Troy has announced the completed acquisition of the Pert Plus hair care and Sure anti-perspirant and deodorant businesses from Innovative Brands.

The brands will be integrated into Helen of Troy’s Idelle Labs division, which markets and manages its hair and skin care products,

According to the company, the two brands are expected to generate annual sales of approximately $65m.

Both Pert Plus and Sure were part of Procter & Gamble’s portfolio before being sold to consumer products company, Innovative Brands, in 2006.

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