HBW Insight is part of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. Informa PLC’s registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

This copy is for your personal, non-commercial use. For high-quality copies or electronic reprints for distribution to colleagues or customers, please call +44 (0) 20 3377 3183

Printed By

UsernamePublicRestriction
UsernamePublicRestriction

P&G Grooming Quits Counting Blades, Innovates In New Directions While Battling DTC Disruptors

This article was originally published in The Rose Sheet

Executive Summary

In the six years since Dollar Shave Club’s viral video and pioneering business model upended the men’s razor market, P&G’s grooming business has been scrambling to reestablish itself and win back market share. The division’s first-quarter results suggest that its fresh innovation approach, updated messaging and direct-to-consumer investments are paying off, though significant competitive challenges remain.

You may also be interested in...



Edgewell’s Acquisition Of Harry’s Would Reinstate ‘Duopoly’ Harmful To Consumers – FTC Complaint

Schick owner Edgewell will not acquire upstart Harry’s if the US Federal Trade Commission has its way. According to the FTC’s complaint, the combination proposed in May 2019 “would eliminate one of the most important competitive forces in the shaving industry” that has disrupted Edgewell and P&G’s longstanding dominance of the market, to the benefit of consumers.

Grooming Investments Pay Off, Merck OTCs Count Organically In P&G's Latest Quarter

P&G’s grooming segment grew 4% in its latest quarter, the third consecutive of organic growth as the Gillette brand wins 18m customers in 12 months. The results suggest investments the company made to ward off subscription-based competitors are starting to pay off.

P&G Grooming’s Response To Disruptor Billie? ‘Female First’ Subscription Shave Brand Will Join Venus

P&G has acknowledged that it was slow to react to direct-to-consumer threats in the men’s shave market. Perhaps intent on avoiding the same mistakes, the firm plans to acquire Billie, a subscription-based razor and body-care startup that has endeared itself to younger demographics with its affordable offerings and of-the-moment messaging.

Related Content

Topics

Related Companies

UsernamePublicRestriction

Register

RS122493

Ask The Analyst

Ask the Analyst is free for subscribers.  Submit your question and one of our analysts will be in touch.

Your question has been successfully sent to the email address below and we will get back as soon as possible. my@email.address.

All fields are required.

Please make sure all fields are completed.

Please make sure you have filled out all fields

Please make sure you have filled out all fields

Please enter a valid e-mail address

Please enter a valid Phone Number

Ask your question to our analysts

Cancel