Blairex Laboratories, Inc. Sells Boudreaux’s Butt Paste to Fleet Laboratories, Inc.
December 29, 2011 — Sawaya Segalas & Co., LLC announced today that it served as the exclusive financial advisor to Blairex Laboratories, Inc. in its sale of Boudreaux’s Butt Paste to Fleet Laboratories, Inc. Boudreaux’s Butt Paste is a highly popular skin care product used to treat diaper rash. Boudreaux’s Butt Paste has its roots in rural Louisiana, where local physicians would refer patients to Dr. Boudreaux for his “miracle cream” and began referring to it as “butt paste.” In 2006, Blairex Laboratories acquired the brand and over the course of the next five years implemented a number of highly successful initiatives to build national awareness and trial and expand the product line. As a result, Boudreaux’s Butt Paste today commands the #3 position in the highly attractive diaper rash category in the U.S. and is the fastest growing brand.
In 2011, the Moravec family, owners of Blairex Laboratories, engaged Sawaya Segalas to identify a strategic partner that would help the Boudreaux’s Butt Paste brand realize its next level of potential. Just a year earlier, in May 2010, Sawaya Segalas advised the Moravec family on the highly successful sale of Simply Saline, the #1 brand in the U.S. nasal moisturizing category, to Church & Dwight for $70 million, or approximately 3.5x sales. Leveraging its extensive knowledge of the consumer health landscape and its superior M&A execution capabilities, Sawaya Segalas achieved another superior outcome for the Moravec family in the sale of Boudreaux’s Butt Paste to Fleet Laboratories, Inc.
This transaction represents a continuation of Sawaya Segalas’ long track record of advising family-owned businesses as well as reinforces the trust repeat clients place in Sawaya Segalas in advising on multiple assignments.
About Sawaya Segalas & Co., LLC(1)
Sawaya Segalas provides investment banking services to businesses in the consumer industry. Through its experience, creativity and exceptional dedication to each relationship, Sawaya Segalas advises selected clients on transactions that create lasting value. Its engagements have included both buy-side and sell-side transactions for well-known public and private companies, and private equity firms. The team’s knowledge of brands, private label products, sourcing, manufacturing, distribution, channels, buyers, deal dynamics, decision makers and deal sensitivities uniquely positions the firm to achieve success in consumer-related assignments.
(1) Securities offered through Sawaya Segalas Securities, LLC.