Crown restructures after acquisitions.

Crown Laboratories has restructured its commercial operations business units as it continues to elevate its new “Skin Science for Life” commitment.

For the past two years, Crown says it has been dedicated to transforming its Northeast Tennessee operations into a global skincare company. After acquiring its Beauty and Aesthetic divisions, (formerly Vita Liberata and Bellus Medical, respectively), and strengthening its therapeutics portfolio through the acquisition of six consumer heritage brands from GlaxoSmithKline, Crown is now poised to become a leader in dermatology health and wellness.

The rebranding of Crown Aesthetics will officially launch January 30 in Paris at the IMCAS World Congress 2020.

Crown now comprises:

Crown Aesthetics

 Formerly Bellus Medical, which offers SkinPen, Skinfuse, ProGen PRP, and Allumera.

Crown Beauty

Formerly Vita Liberata Limited, makers of Vita Liberata and NKD SKN sunless tanning beauty products.

Crown Therapeutics

A new unit comprising Blue Lizard Australian Sunscreen, PanOxyl, Sarna, and several other therapeutic brands.

“The improved structure and naming convention of these business units allows for a more memorable, distinct alignment within our organization,” says Jeff Bedard, President and CEO of Crown, in a news release. “We believe the power of team is far greater than the power of one, and by incorporating Crown into each of our business unit names, we are ensuring our customers recognize the greater team that stands with them. Whether patients require a therapeutic solution, are seeking an aesthetic treatment or beauty need, Crown is here to fulfill those needs.”

“Since Bellus Medical launched in 2012, we have been laser-focused on our customers, education and technology,” adds Joe Proctor, President of Crown Aesthetics. “Through constant innovation and staying tuned in to what customers want, we are proud to have changed the conversation in the aesthetics space.” Proctor added, “In 2018, Bellus joined the Crown family through a shared vision for excellence and innovation. Transitioning to Crown Aesthetics allows us to communicate more effectively with our customers and leverage our brands to attract new patients to our practice partners.”

For more about Crown, watch Aesthetics Insider on our sister site modernaesthetics.com. Host Steve Dayan, MD interviewes Jeff Bedard here.