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On April 1, Lornamead finalized a licensing agreement with DeWitt to become the licensee for the Witch skin care brand, as well as distributor for the CCS foot care and Clinomyn oral care brands.
Witch is an international facial skin care brand and the license agreement—which allows Lornamead to use and promote the Witch trademark—covers 31 countries. Clinomyn, which includes deep-cleaning specialty toothpastes, is popular with smokers. CCS includes clinically-tested and dermatologically-approved foot cream and balm. Both will be part of the Lornamead’s health and beauty portfolio. Brand rights will be acquired under a distribution agreement, allowing Lornamead to sell and promote the brands across the UK and Republic of Ireland.
Lornamead has been actively updating the look and expanding the offerings in some of its most venerable lines. Earlier this year, it redesigned the Finesse line and last month it rolled out Yardley’s Heritage Fragrance collection. Billed as modern beauty classics inspired by English florals, there are three scents in the new range—Geranium, Hyacinth and Orange Blossom—housed in a chic vintage-inspired, floral print gift boxes with a 50ml bottle.
$537 million (estimated).
As one industry observer put it, Lornamead has been “M&Aing everything in sight,” and its strategy of acquiring and relaunching orphaned brands appears to be working for this privately-held London-based group. Sales in 2007 were estimated at $537 million.
Lornamead acquires wayward brands with rich heritage and breathes new life into them with fresh marketing efforts, new packaging and updated formulations. One of its recent projects in the UK was the extension of the venerable Vosene shampoo line, which was created in 1949. In April, Lornamead, Inc. launched new Finesse Revitalizing shampoo and conditioner in the U.S. Next month, Lornamead will relaunch Yardley and Woods of Windsor.
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