supplement, to their daily “age-defying health and beauty rou-
tine to support bone health.”
The Citracal campaign was unveiled just days before Bayer
AG announced a $14.2 billion deal to purchase Merck’s consum-
er unit, including the Coppertone franchise, giving the company
instant footing in a major personal care category.
Other beauty/personal care company see value in vitamins
too. Helen of Troy Limited—ranked No. 36 in The Top 50—has
entered into a definitive purchase agreement to acquire Healthy
Directions, LLC, a US company touting premium doctor-brand-
ed vitamins, minerals and supplements (VMS) as well as other
health products that are sold directly to consumers.
The company considers the $195 million deal a logical step
as it “continues to capitalize on the health and wellness trend.”
Sunstar Americas—best known for its
GUM oral care line—is making its foray into
the US skin care market with Equitance, a
complete regimen that includes a beauty
supplement. Executives are bullish about the
prospects for the line, which was unveiled in
New York City last month (For more on the
Equitance range, be sure to check Happi.com
P&G is playing a larger roll in the global
vitamin category, too, following its Q4 2013
accord with Swisse Wellness. In the alliance,
PGT Healthcare (a JV between P&G and
Teva Pharmaceutical Industries Ltd.) is partnering with Swisse to expand its VMS range
to new territories.
At the time of the agreement, P&G described Swisse Wellness as the fastest growing OTC company in the world in the past
five years and has led the VMS market in
Australia to such an extent that the country
is now the best performing in the VMS category outside of the emerging markets.
The alliance, according to Irgens, will
see Swisse products sold in more than 20
countries around the world by the end of the
That has company officials busy, but also
a bit tight-lipped about the future.
“We are working on global marketing
campaigns as we speak in a range of markets
but none that we can share right now. Watch
this space,” Irgens told Happi.
With big name beauty/personal care
companies looking more closely at VMS, it
could very well be a category to keep an eye