Edgewell Personal Care to bag men’s grooming brand Jack Black

By Simon Pitman contact

- Last updated on GMT

Edgewell Personal Care to bag men’s grooming brand Jack Black

Related tags: Skin care, Brand management

Consumer brands player Edgewell Personal Care has announced its intention to buy US-based skin carebrand Jack Black, one of the leading men’s grooming brands in North America.

The brand was founded in Dallas, Texas back in 2000 and has been built into one of the most recognizable indie men’s grooming brands on the market with a broad portfolio of skin care, body coare, shaving, hair care and fragrance products.

The expansion of the brand means that its owners currently claim it is the number one brand in the US men’s prestige skin care market.

Strong retail presence in North America

The company has built up its business in the North American market, mainly in the United States and in Canada, where retailers such as Nelman Marcus, Bloonmingdale’s and Sephora have all played an important part in the brands evolution.

Likewise, e-commerce has also play an increasingly significant part in the growth of the brand in more recent years, with Amazon Luxury Beauty and the getJackBlack.com dedicated site both helping to ramp up online sales.

The brand also created a distinct brand image with its retro-style labeling in a distinctive aqua blue color packaging, a style that has been replicated by many other brands that have subsequently hit the market.

Edgewell builds on men's branding niche

In making the acquisition, Edgewell is building on its presence in the men’s grooming category, where it already owns several leading international brands in both the shaving and skin care segments.

"As a challenger company in men's grooming, Edgewell has continuously pressed beyond category conventions to bring unique solutions and innovation, such as Schick Hydro and Bulldog skincare, to satisfy men's everyday grooming needs,"​ said Colin Hutchison, Edgewell's Chief Operating Officer.

"Similarly, Jack Black is a breakthrough brand, driving the growth of the luxury men's category through product innovation and cultivation of a highly engaged, loyal and growing customer base. The Jack Black brand is a strong and complementary addition to Edgewell's portfolio based on its unique brand positioning, prestige channel footprint, and product assortment.  This acquisition creates opportunities to expand our personal care portfolio in growing categories in the U.S. and globally, while nurturing the strong brand equity that the Jack Black founders have developed."

The transaction is expected to be funded from Edgewell’s existing cash funds and should close in the second quarter of 2018.

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