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Coty's Size To Double Following $12.5 Billion P&G Deal

This article was originally published in The Rose Sheet

Executive Summary

Procter & Gamble will separate 43 of its beauty brands into a new company to merge with Coty in a deal valued at $12.5 billion. The new company will become the third-largest global cosmetics company, behind L'Oreal and Estee Lauder, Coty says.

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Coty Acknowledges Market Has Changed Since P&G Brands Came Aboard

Coty’s ongoing integration of P&G beauty assets, going on two years after the deal’s completion, has compounded challenges for its Consumer business, which faces a very different market today compared with conditions when Coty outbid rivals for CoverGirl, Max Factor and other P&G castoffs.

Coty Chips Away At Post-Merger Brand Challenges, With Investors Getting Restless

CoverGirl, Max Factor and other pickups from P&G through the firms’ recently closed merger were “neglected” for two to three years as the deal was coming together and being executed, doing no favors for Coty’s newly combined Consumer Beauty business. However, Coty has dispensed with organizational work and is focused on driving growth, management says, projecting improvements in the back half of the year.

P&G Beauty Businesses Could Be Going Coty's Way, Insiders Say

Coty could soon be the new owner of P&G's Wella and Clairol hair-care businesses, CoverGirl and Max Factor makeup lines and prestige fragrance licenses, significantly growing Coty's global beauty presence, under a deal rumored to be in the works. Coty's stock jumped nearly 15% following reports that it has won an auction to purchase the brands as part of P&G's streamlining initiative.

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