July 20, 2005
Carol Stacey
Division of Corporate Finance
US Securities and Exchange Commission
450 Fifth Street
Washington, DC 20549
Dear Ms. Stacey:
Thank you very much for your real interest in working with us to
discern our business format. Understanding our program is vital
in reaching your determination of our ongoing financial
reporting.
I am presenting this letter as if it was a brief before the
Supreme Court. I believe that that is the best way to make a
formal understandable presentation.
A. 1. Stipulated Facts:
(a) APB is the applicable section.
(b) 93-7 does not apply to interim periods and is referenced
back to APB 28.
2. Neither APB 28 nor 93-7 gives an exact determination of what
is the "clear and direct result" of advertising and "clearly
extend" beyond the period in which the expenditures are made.
3. It is an accepted truism that advertising does work
subliminally.
4. Advertising hornbooks would take the position that with a
limited advertising budget spreading the advertising quarterly
would not be strong enough to attract public attention and might
not be successful. It is not as effective as saturating a market
in a limited time period. With substantial funds, every
quarter would be saturated.
5. CCA has adopted its current advertising presentation
consistently for 20 years. The Company has filed better than 80
reports which have been received and accepted by the SEC.
6. Sarbanes-Oxley requires that any financial information be
presented fairly for shareholders to understand in a clear
understandable manner.
B. Issue To Be Determined
Does Sarbanes-Oxley, or any SEC regulations recently adopted,
require a strict construction of AICPA and take away the SEC
determination to adopt a subjective construction of each
individual issue depending on the particular facts? Does the
new SEC protocol change the SEC agenda and require that the
SEC agenda conform strictly to the code without any leeway to
interpret a grey area of a condition provided for in the
AICPA?
C. Discussion of Case
To prove a condition was the direct result of an event the
condition had to be proven the proximate cause of the
accident. To prove proximate cause in numerous cases,
statistics were deemed the proximate proof. In tobacco cases,
as well as the recent Vioxx incident, by analyzing the results
of thousands of clinical participants, it was the statistics
that led the FDA to find that tobacco or Vioxx was the
proximate cause of the injury. This was the only method of
showing the "clear and direct result" of the uses of the
products.
The statistics set forth as "Exhibit A" prove that the sales
in the third and fourth quarter were the "clear and direct
result" of CCA's saturated advertising in the prior two
quarters, the re-orders from our retail accounts.
D. Interpretation of "Exhibit A"
The information in the schedule set forth is the status of the
four leading products, Mega - T, Nutra Nail, Sudden Change and
Plus+White which account for approximately 80% of all of the
Company's sales. This information is broken down by quarters:
the sales and the advertising per product per quarter.
The last line is the summation, which clearly sets forth that
the $24,644,832 in sales in the second half, accounting for
48% of the year's sales of the products when only $665,148 or
8.24% was spent on advertising during the second half of the
year. A similar exhibit for the prior years would show a
similar result.
The figures speak for themselves. Can there be any doubt that
the advertising saturation in the first six months was the
proximate cause of the sales in the second six-month period
and it clearly extended beyond the period in which the
expenditures were made? We believe that the data speaks for
itself in supporting our position.
Very truly yours,
Ira W. Berman
Chairman of the Board of Directors
/js
Attachments
Cc: Patricia Armalin
Leslie Overton
Nathan Chaney
All Mega Product Lines
Dollars Shipped and TV Expenditures
2004 and Q1 2005
Sales TV Expenditures
December-03 $1,047,011.66 $ -
January-04 731,981.60 331,453.33
February-04 1,145,395.85 286,173.39
Q1 2004 Total $2,924,389.11 17.79% $ 617,626.72 26.30%
March-04 1,632,615.49 -
April-04 1,912,835.79 1,041,332.79
May-04 1,275,806.60 487,277.00
Q2 2004 Total $4,821,257.88 29.32% $1,528,609.79 65.10%
June-04 1,597,268.10 204,905.18
July-04 1,785,873.37 (2,997.12)
August-04 1,551,949.81 -
Q3 2004 Total $4,935,091.28 30.02% $ 201,908.06 8.60%
September-04 1,124,066.16 -
October-04 547,526.75 (106.25)
November-04 2,088,550.05 90.67
Q4 2004 Total $3,760,142.96 22.87% $ (15.58) 0.00%
2004 TOTAL $16,440,881,23 100.00% $2,348,128.99 100.00%
December-04 1,467,153.36 16,930.65
January-05 1,789,289.02 354,568.11
February-05 2,108,311.70 180,489.56
Q1 2005 Total $5,364,754.08 $ 551,988.32
Exhibit A
All Nutra Product Lines
Dollars Shipped and TV Expenditures
2004 and Q1 2005
Sales TV Expenditures
December-03 365,181.87 5,620.52
January-04 657,388.08 598,596.33
February-04 568,736.67 564,503.97
Q1 2004 Total $1,591,306.62 24.87% $1,168,720.82 63.49%
March-04 843,918.46 (7,512.83)
April-04 860,448.99 324,193.20
May-04 610,461.27 370,775.25
Q2 2004 Total $2,314,828.72 36.17% $ 687,455.62 37.35%
June-04 453,006.54 (3,503.72)
July-04 436,194.13 5,239.60
August-04 547,737.23 (24,499.82)
Q3 2004 Total $1,436,937.90 22.45% $ (22,763.94) -1.24%
September-04 361,965.78 7,301.25
October-04 333,313.95 (106.25)
November-04 360,874.57 90.37
Q4 2004 Total $1,056,154.30 16.50% $ 7,285.37 0.40%
2004 TOTAL $6,399,227.54 100.00% $1,840,697.87 100.00%
December-04 358,431.73 4,641.00
January-05 391,071.02 327,691.46
February-05 548,536.91 136,005.48
Q1 2005 Total $1,298,039.66 $ 468,337.94
Exhibit B
All Sudden Change Product Lines
Dollars Shipped and TV Expenditures
2004 and Q1 2005
Sales TV Expenditures
December-03 471,506.63 5,742.60
January-04 734,875.29 331,658.19
February-04 1,257,679.81 367,464.54
Q1 2004 Total $2,464,061.73 19.47% $ 704,865.33 57.81%
March-04 1,498,287.59 -
April-04 1,192,495.01 198,553.28
May-04 1,096,217.32 -
Q2 2004 Total $3,786,999.92 29.93% $ 198,553.28 16.28%
June-04 1,133,941.60 (2,150.55)
July-04 1,236,786.43 -
August-04 1,362,983.74 -
Q3 2004 Total $3,733,711.77 29.51% $ (2,150.55) -0.18%
September-04 859,215.89 317,978.73
October-04 629,064.33 -
November-04 1,181,207.61 -
Q4 2004 Total $2,669,487.83 21.10% $ 317,978.73 26.08%
2004 TOTAL $12,654,261.25 100.00% $1,219,246.79 100.00%
December-04 410,780.25 3,965.25
January-05 778,089.86 343,467.62
February-05 765,624.98 114,489.21
Q1 2005 Total $1,954,495.09 $ 461,922.08
Exhibit C
All Plus White Product Lines
Dollars Shipped and TV Expenditures
2004 and Q1 2005
Sales TV Expenditures
December-03 923,007.53 7,765.35
January-04 1,740,851.98 674,559.40
February-04 1,541,030.42 703,332.99
Q1 2004 Total $4,204,889.93 27.23% $1,385,657.74 55.51%
March-04 1,518,024.29 (11,082.94)
April-04 1,439,307.53 965,475.68
May-04 1,225,391.75 7,080.57
Q2 2004 Total $4,182,723.57 27.09% $ 961,473.31 38.52%
June-04 1,026,295.41 (5,194.92)
July-04 1,301,409.76 158,857.90
August-04 1,415,206.64 -
Q3 2004 Total $3,742,911.81 24.24% $ 153,662.98 6.16%
September-04 1,150,194.23 (4,741.28)
October-04 1,007,854.78 (106.25)
November-04 1,152,345.45 90.67
Q4 2004 Total $3,310,394.46 21.44% $ (4,756.86) -0.19%
2004 TOTAL $15,440,919.77 100.00% $2,496,037.17 100.00%
December-04 911,048.44 4,402.82
January-05 1,058,048.00 298,817.16
February-05 886,777.93 71,997.49
Q1 2005 Total $2,855,874.37 $ 375,217.47
Exhibit D
CCA INDUSTRIES, INC.
SALES AND ADVERTISING SCHEDULE
FOR FISCAL YEAR ENDED NOVEMBER 30, 2004
BRAND Q NET SALES ADVERTISING
MEGA Q1 $2,924,389.11 17.79% $ 617,626.72 26.30%
Q2 4,821,257.88 29.32% # 1,528,609.79 65.10%
Q3 4,935,091.28 30.02% # 201,908.06 8.60%
Q4 3,760,142.96 22.87% # (15.58) 0.00%
MEGA TOTAL: $16,440,881.23 $2,348,128.99
NUTRA NAIL Q1 $1,591,306.62 24.87% $1,168,720.82 63.49%
Q2 2,314,828.72 36.17% 687,455.62 37.35%
Q3 1,436,937.90 22.45% (22,763.94) -1.24%
Q4 1,056,154.30 16.50% 7,285.37 0.40%
NUTRA NAIL TOTAL: $6,399,227.54 $1,840,697.87
SUDDEN CHANGE Q1 $2,464,061.73 19.47% $704,865.33 57.81%
Q2 3,786,999.92 29.93% ## 198,553.28 16.28%
Q3 3,733,711.77 29.51% ## (2,150.55) -0.18%
Q4 669,487.83 21.10% ## 317,978.73 26.08%
SUDDEN CHANGE TOTAL: $12,654,261.25 $1,219,246.79
PLUS WHITE Q1 $4,204,889.93 27.23% $1,385,657.74 55.51%
Q2 4,182,723.57 27.09% # 961,473.31 38.52%
Q3 3,742,911.81 24.24% 153,662.98 6.16%
Q4 3,310,394.46 21.44% (4,756.86) -0.19%
PLUS WHITE TOTAL: $15,440,919.77 $2,496,037.17
TOTAL QUARTER ONE $11,184,647.39 21.96% $3,876,870.61 49.05%
TOTAL QUARTER TWO $15,105,810.09 29.66% $3,376,092.00 42.71%
FIRST HALF TOTAL: $26,290,457.48 51.62% $7,252,962.61 91.76%
TOTAL QUARTER THREE $13,848,652.76 27.19% $ 330,656.55 4.18%
TOTAL QUARTER FOUR $10,796,179.55 21.20% $ 320,491.66 4.05%
SECOND HALF TOTAL: $24,644,832.31 48.38% $ 651,148.21 8.24%
TOTAL YEAR 2004: $50,935,289.79 100.00% $7,904,110.82 100.00%