Problems were developing in the markets that Renaissance wished to reach. Then, all within their first six months in business, Dana.īy 1996, sales volume had doubled for Dana's Tabu but there was a failure to achieve profit. This was followed by the acquisition of twelve brands from the ailing Houbigant company.
Renaissance succeeded in buying a number of brands, the first of which was Cosmar Corp., a nail care company. The second part of the plan was to achieve $1 billion in gross sales by 1999. The announced plan was to buy and revitalize underperforming brands. Renaissance Cosmetics, newly launched in 1994, was pursuing a two-fold strategy which became its undoing. In 1995, Dana ("Les Parfums de Dana") was purchased by Renaissance Cosmetics, Inc. The Dana trademark was styled from artwork by Spanish artist, Mariano Andreu (born Barcelona, Spain, 1888, died Biarritz, France, 1976.) (Zeus was the father.) The name "Dana" has long been associated with beauty. The company was named for Dana, a Greek nymph and mother of Perseus, slayer of Medusa. Later Dana moved to 9, rue de la Paix, Paris.
Initial capitalization was 200,000 pesetes. Dana was established in 1932 in Barcelona, Spain, by Javier Serra, a former director of the Spanish fragrance house, Myrurgia.
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