Church & Dwight Leveraging Batiste Success To Grow US Dry Shampoo Market
This article was originally published in The Rose Sheet
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.