EVERLAST ADDS PUNCH WITH BEAUTY LINE

NEW YORK — Next March, a couple of power-packed scents are expected to muscle their way into the beauty ring.

After 93 years in operation, sporting goods company Everlast Worldwide Inc., best known for its boxing equipment, is jumping into the personal care market with a product collection that will have fragrance at its core.

Everlast’s image “is tough, strong and durable,” said Howe Warsham, senior vice president, global licensing, at Everlast. “It is kind of macho, but a macho that is interesting to women. It is an individual strength, and that appeals to a lot of people.”

Under a licensing agreement, the Everlast line will be developed by PAC Paris, a worldwide marketer of fragrances. Others involved in the creation and distribution of the line include Givaudan Paris and Labrosse et Dupont, fragrance subsidiary of LVMH Moët Hennessy Louis Vuitton.

To start, there will be a men’s and women’s scent and ancillary body products. In the future, the Everlast beauty brand could be expanded into new categories, including cosmetics, noted Warsham. Plans now call for the Everlast line to be launched globally in March.

Etienne de Swardt, a founder of PAC Paris, said product details are still being finalized, including pricing. At present, he said, there are two or three different concepts under consideration. He said a final decision will be made by September.

In the U.S., retailers eyed for the Everlast line could include sporting goods stores and department stores such as Sears and J.C. Penney.

P&G MAKES STRIDES

Procter & Gamble Co. has cleared another hurdle in its contentious acquisition of Wella AG.

On Monday, the Cincinnati-based consumer goods giant said it received antitrust clearance from the Federal Trade Commission, as the regulatory body granted the company early termination of the waiting period required under the Hart-Scott-Rodino Antitrust Improvements Act.

As reported, P&G’s tender offer left the firm with control over 79.2 percent of the German beauty firm’s total registered share capital and 84.9 percent of the value of the outstanding shares, based on tender offer prices and excluding treasury shares held by Wella.In all, 9.1 million, or 20.5 percent, of the voting shares were tendered as well as 10.2 million, or 43.5 percent, of the preference shares. Including P&G’s stake, there are roughly 67 million Wella shares, 23 million of them preference shares and 44 million of them voting shares.

With the regulatory approval obtained, P&G now can go ahead and purchase the tendered stock and begin working with Wella’s management on a joint business plan.

FLEXING MUSCLE

Biotherm held a ribbon-cutting ceremony in honor of its first New York counter at Macy’s Herald Square on June 24. Jean-Paul Agon, president and chief executive officer of L’Oréal USA; Hal Kahn, ceo of Macy’s East; Luc Nadeau, president of the Luxury Products Division of L’Oréal USA, who in September will assume the same role in Canada, and Chris Harrison, general manager of Biotherm, were on hand for the event in the store’s main floor beauty department. Nadeau noted, because of the brand’s success in California, Texas and Florida, “this is the right time to launch Biotherm in New York.”

WAGNER HONORED

The American Woman’s Economic Development Corporation honored beauty industry veteran Jeanette S. Wagner by presenting her with the Lifetime Achievement Award. AWED is a not-for-profit organization that helps women start their own businesses and also helps grow existing ones. Wagner, vice chairman emerita of the Estée Lauder Cos., received her award at a dinner at The Supper Club in Manhattan. Other honorees included Rosemary Jordano, founder and chief executive of ChildrenFirst, Inc. and Philip D. Murphy, managing director of Goldman, Sachs & Co.

HANDS ON

Cutex and Parts Models modeling agency kicked off the Cutex Perfect 10 National Hand Model Search this summer. The contest, which is in its second year, will run through Dec. 31, with the winner due to be announced next January. Participants can enter either online or through mail-in entries. The winner of the model search will receive $1,000, a year’s supply of Cutex Essential Care products and possibly a contract with Parts Models.REVLON’S NEW TECH CHIEF

Carl Kooyoomjian has been named executive vice president, technical affairs and worldwide operations, for Revlon Inc. He succeeds Elias Hebeka, who will retire at the end of the year. Kooyoomjian will report to Jack Stahl, Revlon president and ceo, and Hebeka during the transition period.

BALMAIN’S ROLLOUT

TORONTO — One ofRiviera Concepts’ first steps after taking over North American distribution rights for Balmain fragrances earlier this year has been a rollout of the fashion house’s Balmya fragrance. The scent comes in a 1.7-oz. eau de parfum version for $58, a 3.4-oz. eau de toilette spray for $72 and a 1.7-oz eau de toilette bottle for $48. Two 6.7-oz. ancillary items — a body lotion, $32, and a shower gel, $28 — accompany the core scents. Balmya first hit Nordstrom doors on an exclusive basis in the U.S. in March and it is now carried in 72 doors. Sears Canada will introduce Balmya in 25 doors in the fall. A further rollout to additional U.S. retailers is scheduled for the spring.

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