United Kingdom
www.lornamead.com

Sales: $793 million

It was a busy year for brand innovation at Lornamead. The Vosene medicated hair care range, which debuted in 1949, was reformulated and repackaged.

Vosene has introduced a series of new variants—more than doubling the offering—to complement the existing range that are perfect for all the family’s needs and hair types, encapsulated in a brand-new sleek, tear-drop shaped bottle, according to the company.

The Vosene hair care lineup.

Following the highly successful launch of Vosene Kids, the hair care range that helps prevent head lice, the range was extended with the launch of a Detangling Conditioner specially developed with natural jojoba, sunflower and grapeseed oils. The brand also extended into hair and body care with the launch of Afterswim Hair and Body Wash and Sensitive Hair and Body Wash.

Last year also saw the launch of AquaNet Silver Beauty daily hair care products, specially designed to address the needs of graying hair. The advanced formulas have a unique blend of hydrators to improve manageability and tame flyaway grays, restoring softness to the entire head of hair. An exclusive mix of subtle color enhancers tone down yellowness, turning partial grays into beautiful natural highlights, claimed Lornamead.

Lornamead’s leading bath and body brand, Yardley London, has for centuries been a manufacturer of fragrance by royal appointment, currently holding two royal warrants and six within its lifetime. It is often stimulated by its own royal heritage and was inspired by the future princess, Princess Catherine Middleton, to create a new youthful, light and fun fragrance. The Princess’ English beauty and energetic and fun loving character have been successfully encapsulated in the new Royal English Daisy fragrance. This summer Yardley London was also proud to introduce its first floral bouquet, crowned Royal Diamond—a celebration of British elegance and occasion, according to the company.

In March 2012 Finesse launched its new Finesse Color Lock Styling Aids, an advanced way to get longer lasting color as part of the regular home styling routine. Finesse Color Lock styling products contain a revolutionary, patented polymer system with water-resistant, film-forming properties. This polymer that sets the hairstyle also helps seal in hair color pigments, allowing hair to retain up to 75% more color through repeated shampooing, said the company.

“We’ve taken the latest in color saving technology and formulated it into high quality styling forms that women are already using every day,” said Randy Sloan, president, Lornamead Inc. “Women who use Color Lock will get what they want most—longer lasting hair color and beautifully styled hair—without having to add any extra products to their daily regimen.”

United Kingdom

www.lornamead.com

Sales: $711 million

Lornamead bulked up its personal care portfolio this year with a variety of licensing and acquisition deals. In June, it obtained the license of the Simple brand for bar soaps from Unilever in the UK, Ireland and the Channel Islands and has acquired the bar soap brands Wright’s and Cidal. The license and acquisition agreements follow the UK Office of Fair Trading’s concerns relating to Unilever’s acquisition of Alberto Culver in the UK bar soaps category.

This agreement is a strategic move for Lornamead in a key category, making it one of the top three bar soap providers in the UK. With an existing market share of 7.7%, the Simple soap bars will form part of the company’s strong portfolio of bar soaps in the UK, Europe and America.

With more than 150 years’ heritage, Wright’s is known for its antiseptic properties and traditional coal tar fragrance while Cidal is recognized as a natural antibacterial bar soap. Lornamead has acquired the assets, rights and inventory to all Wrights and Cidal products globally.

Mike Jatania, chief executive officer of Lornamead, commented,“This agreement is a strategic move for us in a key category where we already have a strong presence and a proven track record of driving market share. From a European perspective, Lornamead is already a major player in this category and within America our Yardley brands grows at an impressive rate. By bringing these brands into our portfolio, we can apply our specialist knowledge and success in branded bar soaps in order to continue to drive market share in this category. In addition to this latest agreement, we continue to actively look for other brand acquisitions.”

The announcement of these acquisitions and the perpetual license agreement shortly followed the company’s acquisition of Witch in April 2011 from E.C. DeWitt & Company Limited. The purchase followed Lornamead’s possession of the global license for the brand since April 2009. While under the license of Lornamead, the brand has achieved a unique position in the medicated skin care category with the launch of the only naturally inspired anti-blemish cosmetics range in January 2011. Witch is distributed through multiple retailers in the UK, including Boots, Superdrug, Sainsbury’s and Tesco. Lornamead has acquired the assets, rights and inventory to all Witch products globally.

United Kingdom
www.lornamead.com
Sales: $696 million

At the start of 2010, Lornamead established a new dedicated business for Yardley of London, following the $45.5 million sale of the Yardley business in Asia, Middle East, the Australasia region and certain African countries to Wipro Ltd. in November 2009. Lornamead tapped Quentin Higham to be managing director of the more focused unit, reporting to chief operating officer Jon Osborne.

Higham, who has responsibility for the Yardley and Woods of Windsor brands in Europe and Americas, had most recently headed a sales and marketing consultancy specializing in the creation and management of beauty brands with a client list that included James Brown London, Purity Organic Skincare and Jo Wood Organics. He has also served as commercial director of KMI, a role in which he was responsible for King of Shaves, Ted Baker and Fish styling, and as marketing director EMEA for Coty with responsibility for Rimmel cosmetics and Adidas toiletries.

During the past year, Lornamead has rolled out several unique products. In the U.S., it created Finesse

ReVitality, a hair care formula that borrows from the proven efficacy of anti-aging skin care. Enhanced with a rejuvenating complex of collagen, CoQ10 and antioxidants, ReVitality dramatically improves strength and softness of hair after just one use, according to the company.

Lornamead’s German personal care brand CD rolled out a trio of innovations. First it created a fresh aroma-scented citrus shower product with 5% moisturizing glycerine and vitamins. The innovative formulation was awarded a “good” from German consumer test organization Ökotest for its skin and environment-friendly formulation. In the deo sector, CD added what it calls its most caring and moisturizing antiperspirant roll-on, which delivers maximum protection and moisturization via a high urea-concentration. Also, CD’s range of bar soaps has been extended with a new floral offering that builds on the success of the brand’s existing waterlily range. This new purple bar soap contains a high level of natural moisturizers combined with CD’s well known waterlily fragrance.

Another new product in Lornamead’s stable is Handsan Geruchs–Stop, the brand’s first hand wash specifically for use in the kitchen. It neutralizes unpleasant cooking odors with natural grapefruit-oil and Aromaguard Technology, while removing germs and bacteria.

And proving that even old brands can get their bling on, Lornamead has rolled out AquaNet UpDo, a combination hair and sparkle product sold at supermarkets and drugstores in the U.S. It delivers the brand’s iconic all-day hold with iridescent sparkle and a fresh scent, according to the company.