Church & Dwight Hooks Future Growth To International And Internet Sales
This article was originally published in The Rose Sheet
The growth of e-commerce and other digital capabilities is introducing online search engines' own brands as competition for Church & Dwight's and other firms' dietary supplements and personal and household care products, says CEO Matthew Farrell.
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Church & Dwight purchases Flawless Finishing Touch hair removal device line for $475m from IdeaVillage Products with plan to expand distribution outside US. Firm's 12th acquisition of brand at or near top of a consumer product category, the five-device line also aligns with plan to double international business.
P&G, Church & Dwight and Clorox executives say firms are looking to add brands to portfolios. P&G's developing assets through a brand creation project; C&D seeks top brands, largely in non-US markets; and Clorox looks for opportunities in select ‘spaces’ in US health, wellness and personal care.
Firm says it also looks to grow WaterPik sales with investment in international channels. Water Pik subsidiary says Whitening Water Flosser mixes a whitening agent with water, using its proprietary Whitening Infuser technology, and is sold with a 30-day supply of whitening tablets.