Word: p
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Dates: during 2010-2019
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...fact, Procter & Gamble, the $79 billion consumer-goods giant, is even taking a bet on the blades. The maker of mass-market products such as Tide detergent, Crest toothpaste and Ivory soap purchased the Art of Shaving in June for an undisclosed sum. P&G's move surprised some analysts, as it represented the company's first real foray into retail, which has struggled during the downturn. "You kind of wonder what they are doing here," says Linda Bolton Weiser, equity research analyst at Caris & Co. "When companies start to veer off their main focus, it often doesn't work...
...P&G might have picked the right product to push in stores, however, since it already owns Gillette, the dominant shaving brand. The Art of Shaving gives P&G yet another outlet in which to sell the Gillette blades, and perhaps give its products a more premium cachet. "This is alternative marketing, just another way to promote the Gillette brand," says William Chappell, an analyst for SunTrust Robinson Humphrey. "P&G has already done everything you can think of with traditional marketing. This isn't a core push into retail. Now, if you tell me that they are selling Tide...
Though it may not signify a major strategic shift for P&G, the Art of Shaving is one of the more intriguing chips in company's portfolio. While neither the store nor P&G will specify how many new outlets will open over the next few years, expect a surge. "P&G acquired this business, and obviously wants to grow it," says Malka. "P&G has a mission to win with men, and the Art of Shaving is an important platform to serve men in the premium marketplace...