... Alberto-Culver clearly is looking to spend much more. Though Ms. Boswell declined to specify a budget, one person familiar with the deal said the company may spend as much as one year's sales on an initial marketing push.P&G spent about $2mil last year on Noxzema in measured media (probably a good deal more in-store).
Noxzema had $39.9 million in sales across numerous categories for the 52 weeks ended June 15, according to Information Resources Inc., but U.S. retail sales likely reach closer to $60 million in all channels, not counting other countries. That would peg annual sales out Alberto-Culver's door in the U.S. at more than $40 million.
The brand has a strong name and a following, and will certainly mean much more to Alberto-Culver ($1.4bil in sales) than to P&G ($85bil).