LONDON — The PZ Cussons Beauty division will incorporate the St. Tropez self-tanning brand, The Sanctuary spa products and the Charles Worthington hair care brand.


The move follows PZ Cussons’ acquisition of St. Tropez last year. Michelle Feeney, the current chief executive officer of St. Tropez, will take on the new position of ceo of PZ Cussons Beauty. She will report to Alex Kanellis, group chief executive of PZ Cussons, and will be supported by managing directors Ann Murray in the U.K. and Selma Terzic in international markets.


Feeney said in an interview Thursday that her plans for the three brands include expanding into new markets, such as taking The Sanctuary brand into the North American market, launching the brands in Australia and looking at expanding the three brands into PZ Cussons’ current areas of strength, such as Asia.


“You’ve got three very strong British brands that have huge potential within growing markets and also a growing marketplace,” said Feeney, who, before joining St. Tropez in 2006, was at Estée Lauder for 11 years. “Sanctuary and St. Tropez work very well together, and Charles Worthington is another great British brand that hasn’t expanded worldwide.”


In addition, there will be product innovation across all three brands, Feeney said. “The headquarters of PZ Cussons has an amazing R&D facility that has been working behind the scenes on lots of developments in new technology. It’s about harnessing that in a more premium way — there will be huge product leaps in development,” said Feeney.


Kanellis added in a statement Thursday: “Given the similarities which already exist between St. Tropez, The Sanctuary and Charles Worthington, the creation of a beauty division was the logical next step in ensuring that we realize the full potential of these three outstanding beauty brands, and maximize their presence both in the U.K. and internationally,” he said.


The beauty division will be operational as of June 1, and will be based in London. The PZ Cussons Group will now operate in the U.K. as two autonomous divisions — PZ Cussons Beauty and PZ Cussons UK. The latter incorporates the group’s washing and bathing brands, such as Imperial Leather, Original Source and Carex.


Brandon Leigh, finance director at PZ Cussons, said over the next fiscal year, the beauty division will come to account for half the group’s U.K. sales, alongside having “international potential.” “[The beauty division] will be approaching 100 million pounds [$161 million] of wholesale sales in the not too distant future,” said Leigh. “This division of premium beauty brands…has phenomenal growth potential.”

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