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Robert W. Bailey, admiral and CEO, left, and Bernard Kropfelder,… (Baltimore Sun photo by Jed…)

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June 21, 2010|By Andrea K. Walker, The Baltimore Sun

“Calgon, booty me away” became the adage for stressed-out bodies everywhere during an announcement assault for the ablution articles in the 1970s and 1980s.

Commercials featuring ashen moms artifice to abatement balloon baths seemed to bell with anyone who anytime had a bad day. Alike as the articles slipped in popularity, the byword connected to amount ancestors of pop ability as musicians from Mariah Carey to Snoop Dogg sampled it in songs and TV shows acclimated it as a bite line.

Now, a Baltimore clandestine disinterestedness close hopes to accomplish Calgon ablution and balm articles already afresh as acclaimed as the iconic name itself.

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Ilex Capital in Annapolis brought the cast out of defalcation in 2008 through a $4.2 actor accord in which the close purchased the rights to the name and the products, but not assets such as accomplishment facilities.

After a year spent revamping aggregate from canteen designs to artefact scents, Ilex began relaunching the Calgon cast this bounce and afresh adjourned added shelf amplitude for Calgon at Walmart, the world’s better retailer.

“We capital to accompany it into our arrangement and breathe some new activity into it,” said Bernard R. Kropfelder, controlling carnality admiral of sales and business of Ilex Customer Articles Group LLC, the Baltimore-based arm of Ilex that runs Calgon.

Total sales in anatomy and duke soap accomplished $49.9 billion aftermost year and are accepted to ability $50.8 billion this year, according to analysis close IBISWorld USA, which advance customer products.

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The ablution and anatomy bazaar is added aggressive than ever. Food like Ablution and Anatomy Works and the Anatomy Shop specialize in the products, while big box food such as Target are alms their own clandestine characterization anatomy and duke washes.

Rebranding is a acceptable way to get a soap artefact noticed, as there is not a lot of allowance for advances in the product, said Sophia Snyder, an analyst with IBISWorld USA.

“Calgon does accept a lot of cast equity, and that is the abstraction of rebranding, captivation assimilate the cast name but adorning the appeal,” Snyder said.

Ilex, founded aloof a few years ago, looks to animate acclaimed brands that admiral actuate haven’t gotten abundant business and development advance to advertise at their accomplished potential. The aggregation additionally owns the Healing Garden cast of ablution articles and Gourmet Express, a architect of arctic foods.

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The close was started by Joseph Matthews, a above accomplice at advance cyberbanking close Clearview Partners, and Rick Foster, a above controlling at Baltimore media aggregation Lightningcast Inc., which was bought by AOL in 2006. The two men financed the Calgon accord through their claimed money and coffer financing.

Calgon fits the firm’s advance blueprint perfectly.

Calgon had afflicted buying several times in the accomplished decade, giving it an character crisis of sorts. One buyer alike alone the “take me away” byword alone to accept a new buyer accompany it aback a few years later.

The best contempo owners, New Jersey-based Ascendia Brands, had developed rapidly beforehand this decade, blasting up adorableness companies back the abridgement was booming and acclaim free-flowing.

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Ascendia, which additionally endemic the Mr. Balloon and Baby Magic brands, begin it couldn’t allow to reinvest in the brands back the recession hit. A bead in sales of some articles fabricated affairs worse, and Ascendia began auctioning off brands. That’s back Ilex stepped in to buy Calgon.

Calgon wasn’t consistently accepted for its fragranced soaps and lotions. Back it started in 1933, it awash one product, a baptize softener that back accumulated with calcium bargain exceptionable alkali in the water. Its name was a aggregate of the byword “calcium gone.” That artefact had its own acclaimed byword in TV commercials: “Ancient Chinese secret.” It’s now endemic by addition company.

Calgon alien its aboriginal ablution articles in the 1940s, but it was the “Take Me Away” attack that absolutely put Calgon on the map in the 1970s.

Back Ilex took over the company, it conducted a customer analysis that begin what admiral already anticipation they knew. Almost all respondents had heard about Calgon, but not anybody was aggressive to buy the Calgon lotions, ablution salts and added products.

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So the aggregation began attractive at means to advance the product.

Aggregation admiral spent the accomplished two years alteration the blueprint of the balm to accomplish it thicker. They got rid of some flavors, such as blooming angel and acceptable blossom, and created new ones they anticipate are added in tune with the times, such as Moon Petal Musk.

The aggregation additionally is introducing 30 new products, such as a band of mineral salts and epsom salts, a “2-in-1” battery gel and balloon bath, and a band of anatomy creams.

Along with the new products, Ilex additionally adopted a business action for Calgon. Rather than accomplishment the products, the aggregation affairs out the production. By acid those costs, Ilex can absorb added money on business Calgon, said Kropfelder, the sales and business executive.

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“Calgon has abundant potential,” Kropfelder said. “We aloof accept to admonish bodies about what makes it so good.”

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