Cenuco has acquired from Playtex Products for $57 million several brands, including Baby Magic, Ogilvie, Tussy, Binaca, Mr. Bubble, Tek, Dentax, Chubs, Dorothy Gray and Better Off. Cenuco will integrate the brands with its Lander health and beauty care division.

According to Playtex, the divestiture of the brands is consistent with its strategy to focus on core categories of feminine care, infant care and skin care. Playtex anticipates that the divestiture will lower projected sales for 2005 by approximately $6 million and by approximately $53 million on a fully annualized basis.

Cenuco, through its Lander health and beauty care division, is a manufacturer and distributor of the Lander and Lander Essentials brands of health and beauty care products. Lander also makes private label brands for a limited number of retailers through its Canadian facility.

Antoinette Alexander

Category Specialist

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