Vertis Sells Fragrance Sampling Business to Visant

Visant Corp. has acquired Vertis Communications' fragrance sampling business.

The fragrance business is successful but it is no longer a core component of Vertis'  business strategy of developing highly targeted campaigns for Fortune 500 clients. In recent months, the Baltimore, MD-based Vertis bought USA Direct and invested in new equipment, all intendd to assist its clients with relevant, personalized and timely communications.

As part of obtaining the fragrance division, Visant, Armonk, NY, has purchased two presses, chemistry lab equipment and a capsule facility from Vertis' North Brunswick, N.J., location.

Visant views the deal as an opportunity to expand its Arcade Marketing business, which services the fragrance, cosmetic, personal care and other consumer products markets. In June, Visant also bought Dixon Direct to expand its marketing services and production capabilities. That facility is now positioned to support the company's growth in both sampling and direct mail, according to Visant.