CCA Industries unveils new logo, corporate vision
RIDGEFIELD PARK, N.J. -- CCA Industries Inc. has launched a new logo, "Core Care America," and corporate identity.
The company has begun using the new logo and business name, "Core Care America." The corporate name remains CCA Industries, Inc.
Lance Funston, the company's chairman of the board and CEO, said: "Our new logo clearly demonstrates our company's commitment to health and beauty, as we move forward in our efforts to bring value to our shareholders and continue to transform into a healthy profitable company."
Included in the proxy issued by the company on May 18 was a letter to the shareholders from Funston. Excerpts of the letter appear below:
"In mid-January of this year, I accepted the position of CEO of CCA Industries. In doing so, I accepted several sobering realities:
Previous efforts to stop or even slow the declining earnings had not been successful.
The company's core product categories, i.e. Oral Care (Plus White), Skin Care (Sudden Change) and Depilatories (Bikini Zone) had sufficient gross profit margins to sustain positive earnings, if overhead expenses could be controlled.
The company badly needed a raison d'etre and focused corporate identity that matched its commitment to "Health and Beauty."
In my judgment, to significantly impact value, the company must focus on:
Not trying to compete in products that have become so commoditized that product differentiation and growth, i.e. Nail Care (Nutra Nail) and Toothpaste (Plus White Plus) are virtually impossible. Sally Hansen and the Crests and Colgates of the world can continue to battle each other and we will focus our efforts on more profitable initiatives.
Acquisitions of products in our areas of core competence. Specifically oral care and skin care.
Develop an Internet strategy including digital marketing (search engine optimization and paid search marketing), ecommerce and social media management. We have a stable of strong brands, but an audit of current social media and e-commerce initiatives to date indicate the firm has significant opportunities to grow. The audit should be completed by the end of the third quarter with full implementation of the new strategy by year end.