PR Newswire

Innovative Privately-Held Consumer Products Company to Increase Focus on Personal Care Category

WHITE PLAINS, N.Y. — Combe Incorporated, the world leader in men's haircolor products, and a pioneer in identifying unique consumer product niches, announced today an agreement to purchase J.B. Williams Company, Inc., of Glen Rock, NJ, a respected marketer of leading oral and men's hair and personal care products in the United States, Canada and Puerto Rico. The transaction is expected to close at the end of October, 2002, subject to the required approval by governmental authorities.

With its 53-year history of developing products for unmet consumer needs, Combe is increasing its presence in the personal care arena by acquiring J.B. Williams brands, including Cepacol® Mouthwash and Sore Throat products (and Cepastat® Lozenges in Canada), Brylcreem®, Aqua Velva®, Lectric Shave® men's personal grooming products, Viractin® topical medication and Williams Mug Soap. "With our company's proud heritage in personal care products, this acquisition is a natural progression for us," explains Christopher B. Combe, Chairman and CEO, and son of Combe founder, Ivan Combe. "It enables us to grow in a way that makes sense for our businesses and for our consumers, who have come to trust us for products that meet their needs."

The J.B. Williams haircare brands will supplement the stable of Combe products, including the Just For Men® Haircolor line, developed by Combe specifically for men and launched in 1987, which is the world's largest selling men's haircolor product line. Combe haircolor products comprise more than 75% of the $132 million men's haircolor category.

In a marketing collaboration with Maxim(1) Magazine, Combe has just launched a line of haircolor products aimed at the growing young men's audience, called Maxim™ Haircolor from Just For Men® brand, which features a trendy, fashion option for teens and young men who wish to add natural highlights or to achieve a bleach blond look.

"In addition to the fit between Combe and J.B. Williams in the haircolor arena, the Cepacol products are a strong fit with our own Sea-Bond® oral care products, including the denture adhesive, as well as with the Brimms® denture care products line, which we acquired in 2001," explains James E. Kelly, Senior Vice President, Sales and Marketing, at Combe. Kelly advises, "This should be a straightforward marketing transition, as the Combe brands, as well as the J.B. Williams products, are sold nationwide in major mass merchandisers, drug and food stores."

Specializing in products that address unmet consumer needs, Combe, a privately held company, also makes Grecian® Formula 16®, Grecian 5® Haircolor, Lanacane® Anti-Itch Creme, Scalpicin® medication, Odor-Eaters® foot care products and Vagisil® feminine care products. The Grecian line includes men's haircoloring products to help cover gray, while Lanacane, Scalpicin and Vagisil are anti-pruritic products, which help relieve itch and pain. Recent Lanacane and Vagisil line-extensions include a body lotion and foaming wash, respectively. The Odor-Eaters line of footcare products includes insoles, powders and sprays that help relieve foot odor and wetness.

(1) Maxim® is a registered trademark owned by Felix Dennis.