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For immediate release
CFCP Lavoris, LLC, a wholly owned subsidiary of Charles Flora Consumer Products, LLC, acquires Lavoris mouthwash from Schwarzkopf & Dep
Los Angeles, October 9, 2003 – CFCP Lavoris, LLC, a wholly owned subsidiary of Charles Flora Consumer Products, LLC, a manufacturer and distributor of personal care health and beauty products, today announced its acquisition of Lavoris mouthwash from Schwarzkopf & Dep, a division of the Henkel Corporation. Lavoris mouthwash, once the #1 mouthwash in the U.S., has been in the marketplace since 1903 with more than $50 million in brand supported advertising. Lavoris is the top selling cinnamon mouthwash and enjoys significant brand equity and consumer recognition. Lavoris was the first mouthwash in mass distribution and gained initial popularity through its various dental programs. Dep acquired the brand in 1987 and has maintained the brand’s position in mass retail. Lavoris has always been considered “the” Cinnamon brand.
Currently, Lavoris sells in its popular 32-ounce signature cinnamon flavor. CFCP Lavoris, LLC, plans to continue the sales and support of Lavoris in all classes of trade through its network of reps and brokers on a national and international basis. The company intends to provide increased resources to current distribution and add to the brand’s core product range by Q3 2004.
“The acquisition of Lavoris mouthwash is part of our core strategy in building a portfolio of well known brands that require a certain level revival in distribution. Lavoris has a rich history and has been in the market place for more than 100 years. Our focus will be to leverage the brand’s good name and reputation and broaden the brand’s equity toward a wider demographic of consumers. We plan on extending the brand in specific ways, including lines targeting kids and teens,” said Bruce M Friedman, CEO of Charles Flora Consumer Products, LLC.
About Charles Flora Consumer Products, LLC.
Charles Flora Consumer Products, LLC. is a manufacturer and distributor of personal care products. The company is actively seeking opportunities for JV/Licensing of brand names in the areas of entertainment, fashion and food to create lines of products in the health and beauty market segment. The company is also seeking to acquire brands that may no longer be the prime focus to their larger parent companies. The company’s capabilities include formulation, design, graphics, production, sales and distribution. Lavoris is a registered Trademark of CFCP Lavoris, LLC, a wholly owned subsidiary of Charles Flora Consumer Products, LLC. Color Smash is a protected Trademark of Charles Flora Consumer Products, LLC.
Lavoris®, the Lavoris® logo, Color Smash™ and the Color Smash™ logo are registered Trademarks of Charles Flora Consumer Products, LLC.
© 2004 Charles Flora Consumer Products, LLC. All rights reserved.
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