Edgewell’s Q2 Growth Fueled By Billie’s Walmart Rollout, Sun Care Demand
Consumers’ return to the office, increased socialization and time spent outdoors in the second quarter translated to strong growth in Edgewell’s Sun and Skin Care division. Meanwhile, DTC women’s shave brand Billie – acquired last year for $310m – contributed more than five points of net top line growth in the quarter, company leadership said.
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Acquisition of value-tier, female-first razor firm Billie, Inc. – previously attempted by P&G before the US Federal Trade Commission intervened – will add a youthful, on-message brand to the Schick owner’s women’s shave portfolio. The deal follows Edgewell’s bid to acquire Harry’s in 2020, also thwarted by the FTC.
The Gen Z-beloved maker of prestige-inspired cosmetics and skin care at accessible prices has been experiencing strong sales growth in Target stores, increased business online, and remains confident in its prospects even after recently raising products on two-thirds of its portfolio in response to inflationary pressures.
There is strong support for a bipartisan fix to discourage marketplace fraud and anticompetitive practices and enable consumer redress under the FTC Act. But Congress is distracted and deeply divided with different ideas about how extensive the FTC’s authorities should be under Section 13(b) of the FTC Act.