Pert Plus(R) Launches New Men's Product Line

Brand expands core 2-in-1 offering to include new 2-in-1 and 3-in-1 products

PHOENIX, Jan. 28 /PRNewswire/ -- Pert Plus is changing the way men get clean.
This month, the brand, which introduced the first 2-in-1 shampoo plus
conditioner to the masses nearly 30 years ago, is launching Pert Plus for Men,
a new line of products made exclusively for men. The company is also
introducing its first-ever 3-in-1 shampoo plus conditioner plus body wash for
men.

Pert Plus for Men will include four specially formulated products designed
exclusively to address men's hair needs.

-- Pert Plus for Men 3-in-1 Shampoo plus Conditioner plus Body Wash
-- Pert Plus for Men Deep Cleansing
-- Pert Plus for Men Thickening
-- Pert Plus for Men Daily Dandruff

"Our goal has always been to help consumers save time and simplify their lives
with one product that serves all of their hair cleansing and conditioning
needs," said Roanne Wallace, director of marketing for Pert Plus. "As the only
brand dedicated to the 2-in-1 category, launching a 3-in-1 product was a
natural progression for Pert Plus."

Pert Plus for Men 3-in-1 is specially formulated to clean and condition hair
and skin. The rich, foamy lather has the right balance of cleansers and
conditioners to clean and moisturize most hair and skin types.

"When developing our new men's line, we listened to consumers to understand
what they wanted and needed out of these products," added Wallace. "We found
that men were concerned with hair breakage and thinning and wanted products
with a masculine scent that was not overpowering."

Formulated with naturally-derived vegetable protein and other strengthening
and fortifying ingredients, Pert Plus for Men reduces hair breakage by nearly
one-third. Carrying scents of light citrus, fresh bergamot and cedar and
vetiver leaves, the line also offers a fresh, clean, masculine aroma.

Pert Plus has been a leader in offering innovative multi-use products. Pert
Plus for Men joins a highly effective line of 2-in-1 products designed for the
entire family, including a botanical line, which caters to a female audience.
The new men's line rounds out the brand's 12 Pert Plus products.

About Pert Plus(R)
First introduced to the U.S. market in the 1980s, Pert Plus has a strong
heritage as the original 2-in-1 shampoo plus conditioner brand and the only
brand dedicated to 2-in-1 products. Pert Plus takes an innovative approach to
offering and creating hair and body care products designed to save time - and
money. For more information or to sign up for email updates, visit
www.pertplus.com.

About Innovative Brands
Based in Phoenix, Ariz., Innovative Brands is a consumer products company
focused on acquiring strong consumer brands that are no longer strategic
assets of their previous owners. Innovative Brands is a portfolio company of
Najafi Companies, an Arizona private investment firm. Innovative Brands
acquired the North American assets of Pert Plus(R) from the Procter and Gamble
Company on July 2006. On September 2006, the company acquired Sure
antiperspirant and deodorant from the Procter and Gamble Company.

SOURCE Pert Plus

Karen Bailey for Pert Plus, +1-614-383-1604 karen.bailey@fahlgren.com