Insight by Leah

Procter & Gamble announced its second recent acquisition of another men’s grooming company, Zirh, a men’s line of skin care and fragrances sold in specialty and department stores throughout the U.S.  This additional purchase confirms P&G’s intention to "win with men" and emphasizes its aggressive push towards dominance in this category.  P&G already owns Gillette and recently bought The Art of Shaving.  Although Zirh is a smaller, more niche brand, as the Group President for P&G Male Grooming stated Zirh’s "super-premium positioning and product lineup is a perfect complement to our portfolio."  As well, this purchase highlights P&G’s desire to control more of its retail channels, and to focus as it had not done in the past on higher end retail channels where margins are not typically as squeezed (versus sales through big box retailers like Walmart).  It is evident that P&G believes the men’s grooming market is an untapped goldmine.

Read the full article.