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Church & Dwight Leveraging Batiste Success To Grow US Dry Shampoo Market

This article was originally published in The Rose Sheet

Executive Summary

Firm benefited from sub-megabrand contributions in its third quarter, including strong performances from Nair depilatories and "little monster" Batiste, which has gone from No. 7 to No. 2 in the US dry shampoo market since Church & Dwight acquired the brand in 2011. The company aims to expand its gummy vitamins business to gummy OTC drug offerings following recent hiccups that weighed on sales.

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