A.P. Deauville Keeps Focus on Value.
NEW BRUNSWICK, N J.--Since acquiring the assets of the Power Stick brand from Unilever in 2001, A.P. Deauville IXC has diversified the brand by innovating with formulas, fragrances and packaging.
What hasn't changed is the company's focus on the value segment of the market A.P. Deauville was among the first suppliers to market with value propositions in the natural body wash and on-the-go hair care segments.
The company's strategy is to promise consumers quality health and beauty products with attractive packaging and price points, while offering retailers merchandise that moves off the shelf and provides healthy margins.
Diversification accelerated in 2010 with the introduction of the Soft Whisper by Power Stick brand, aimed at women, with antiperspirant sticks, body washes, shower gels and body sprays.
A.P. Deauville noted that its production facility in New Jersey assures that its antiperspirant sticks and shower products meet its quality standards.