EL PASO, Texas–Helen of Troy has purchased the worldwide rights and trademarks for the Ogilvie brand of at-home salon hair products from Ascendia Brands.
The Ogilvie brand includes the Home Perm, Foam Perm, Precisely Right and Straightener lines of hair-permanent and straightening products. In a statement from Helen of Troy, Gerald Rubin, chairman, president and chief executive officer, said the company will integrate the Ogilvie line into its Idelle division of skin and hair-care products. Rubin said Ogilvie will generate $10 million in sales on an annualized basis.
Rubin also said the Ogilvie line is sold in the food, drug and mass-merchant channels, and “maintains a loyal core user base of consumers who are interested in ‘do-it-yourself’ products for their hair-care needs.”