The Company has intangible assets of substantial value on its condensed consolidated balance sheet. These intangible assets are generally related to intangible assets with a definite life, indefinite-lived trade names and goodwill. The Company determines whether an intangible asset (other than goodwill) has a definite life based on multiple factors, including how long the Company intends to generate cash flows from the asset. These intangible assets are more fully explained in the following sections.

The following table provides information related to the carrying value of intangible assets with a definite life:


	September 30, 2024											December 31, 2023
	Gross										Amortization	Gross
	Carrying		Accumulated								Period	Carrying		Accumulated
	Amount		Amortization			Impairments(1)			Net		(Years)	Amount		Amortization			Impairments			Net
Intangible assets with a definite life:
Trade Names	$	1,384.5	$	(461.2	)	$	0.0		$	923.3	3-20	$	1,385.5	$	(403.5	)	$	0.0		$	982.0
Customer Relationships		645.6		(395.2	)		(15.8	)		234.6	15-20		644.9		(373.3	)		(3.5	)		268.1
Patents/Formulas		205.6		(124.2	)		0.0			81.4	4-20		208.3		(116.1	)		(1.9	)		90.3
Total	$	2,235.7	$	(980.6	)	$	(15.8	)	$	1,239.3		$	2,238.7	$	(892.9	)	$	(5.4	)	$	1,340.4

(1) Intangible asset impairment of VMS customer relationships. See Indefinite-Lived Trade Names disclosure for more information.

Intangible amortization expense was $30.7 and $31.1 for the third quarter of 2024 and 2023, respectively. Intangible amortization expense amounted to $92.2 and $93.3 for the first nine months of 2024 and 2023, respectively. The Company estimates that intangible amortization expense will be approximately $117.0 in 2024 and approximately $116.0 declining to $88.0 annually over the next five years.

The Company’s indefinite-lived trade name impairment review is completed in the fourth quarter of each year.

Fair value of indefinite-lived trade names was estimated based on a “relief from royalty” or “excess earnings” discounted cash flow method, which contains numerous variables that are subject to change as business conditions change, and therefore could impact fair values in the future. The key assumptions used in determining fair value are sales growth, profitability margins, tax rates, discount rates and royalty rates. The Company determined that the fair value of all indefinite-lived trade names for each of the years in the three-year period ended December 31, 2023 exceeded their respective carrying values based upon the forecasted cash flows and profitability.

During the third quarter of 2024, the Company continued to experience a decline in market share and a deterioration in the financial performance of its Vitamins, Minerals and Supplements ("VMS") business, which includes the VITAFUSION and L'IL CRITTERS tradename, primarily due to significant product competition coming from new category entrants, including private label. The continued decline in profitability has caused management to reassess its long-term strategy and financial outlook of the business. The revised financial outlook reflects lower estimates of future sales growth and cash flows resulting in a triggering event in the third quarter. The triggering event requires the Company to review the carrying value of assets supporting the business. The assets supporting the VMS business include the VITAFUSION and L'IL CRITTERS indefinite-lived trade name, a definite-lived customer relationship intangible asset and PP&E specific to the VMS business.

The Company used an excess earnings discounted cash flow model to determine the fair value of the trade name. The assumptions used in the model require significant judgement in determining the expected future cash flows. The key assumptions utilized in the Company's impairment analysis included, but were not limited, net sales growth rates between -15.2% and 2.1%, EBITA margins in the low single digits, and a discount rate of 8.25%. Estimates are based on market conditions and management’s current expectation of the success of growth and profitability initiatives. The valuation resulted in a full impairment of the $281.3 tradename. The remaining carry value of the tradename at September 30, 2024 is $0.0.

The Company also evaluated its ability to recover the carrying value of long-lived assets supporting the VMS business by comparing the carrying amount of those assets to the future undiscounted cash flows over the estimated life of the identified primary asset. The result of this evaluation was that the cash flows would not be sufficient to recover the carrying value of the assets requiring the Company to compare the carrying value of those assets to their fair value. The Company used an excess earnings discounted cash flow model to determine the estimated fair value of the long-lived assets. The key assumptions utilized in the Company's impairment analysis included, but were not limited, net sales growth rates between -15.2% and 2.1%, EBITA margins in the low single digits, and a discount rate of 8.25%. The valuation resulted in a fair value of the long-lived assets that is below their carry value requiring a pre-tax impairment charge of $75.8. The impairment charge was allocated $60.0 to the PP&E of the VMS business and $15.8 to the remaining customer relationship intangible asset. The remaining carrying values of the PP&E and the customer relationship intangible asset specific to the VMS business at September 30, 2024 are $140.0 and $0.0, respectively.

The Company’s global WATERPIK business has continued to experience a significant decline in customer demand for many of its products, primarily due to lower consumer spending for discretionary products from inflation and a growing number of water flosser consumers switching to more value-branded products. As a result, the WATERPIK business has experienced declining sales and profits resulting in a reduction in expected future cash flows which have eroded a substantial portion of the excess between the fair and carrying value of the trade name. This indefinite-lived intangible asset may be susceptible to impairment and a continued decline in fair value could trigger a future impairment charge of the WATERPIK trade name. The carrying value of the WATERPIK trade name was $644.7 and fair value represented 109% of the carrying value as of October 1, 2023 (the date of the Company's last annual impairment test). The key assumptions used in the projections from the Company’s October 1, 2023 impairment analysis include a discount rate of 8.8%, revenue growth rates between 0% and 4.5% and EBITA margins between 19% and 26%. These assumptions were based on current market conditions as of the date of the impairment analysis, recent trends and management’s expectation of the success of initiatives to lower costs and to develop lower-cost water flosser alternatives as well as improvement in the supply chain. While management has implemented strategies to address the risk, significant changes in operating plans or adverse changes in the future could reduce the underlying cash flows used to estimate fair value. Due to the results of the Company's annual impairment test of the WATERPIK trade name, the Company monitors the performance of this business on at least a quarterly basis. Based on that review, the Company's expectations regarding the profitability of the global WATERPIK business has not substantially changed since the Company's last impairment test.

The carrying amount of goodwill is as follows:


	Consumer		Consumer		Specialty
	Domestic		International		Products			Total
Balance at December 31, 2023	$	2,061.1	$	234.4	$	136.0		$	2,431.5
Graphico acquired goodwill		0.0	$	2.8		0.0			2.8
Passport divestiture		0.0		0.0		(1.0	)		(1.0	)
Balance at September 30, 2024	$	2,061.1	$	237.2	$	135.0		$	2,433.3

The result of the Company’s annual goodwill impairment test, performed in the second quarter of each year, determined that the estimated fair value substantially exceeded the carrying values of all reporting units. The determination of fair value contains numerous variables that are subject to change as business conditions change and therefore could impact fair value in the future.