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.
You may also be interested in...
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.
Plaintiffs against Florida-based Green Roads used certificates of analysis the company makes freely available to consumers to determine that batches of two of the company’s products contained “significantly” less cannabidiol versus labeled amounts. A Florida federal court rejected the firm’s motion to dismiss, but it is interested in seeing how FDA rulemaking develops.