TAGS: Skin Care Toiletries
Procter & Gamble has plans to acquire Billie Inc., a subscription-based, direct-to-consumer brand focused on providing women with quality shaving supplies and premium body care products. The current product portfolio includes razors, shaving cream, body wash and body lotion.
Deal Complementing P&G’s Portfolio
The deal complements P&G’s female grooming portfolio, which includes the Venus, Braun and joy brands, through the combination of strong digital and direct-to-consumer marketing capabilities, a growing range of personal care products, and a fresh, digitally-native brand that is especially appealing to Millennial and Gen Z consumers.
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We're thrilled by the prospect of joining P&G to bring high-quality products at affordable prices to women around the world,” said Georgina Gooley, co-founder of Billie.
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Their ability to create global household brands that have stood the test of time is a testament to their brand-building expertise; together, we will be able to create an even stronger brand for womankind."
Combining Digital Skills and Innovation
Both the companies will combine consumer insights, digital capabilities and innovation to better serve women’s beauty and grooming needs. Billie will continue to be led by its co-founders, Georgina Gooley and Jason Bravman.
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The impact and consumer connection Georgina and Jason have been able to make with Billie in a short period of time has been remarkable,” said Gary Coombe, CEO of P&G Global Grooming.
The combination of brands, talent and expertise will strengthen P&G’s Grooming business and accelerate growth for Billie, as well as fuel the development of additional products designed for the specific needs of women.
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The combination of Billie’s high-quality, naturals-focused razors and body care products and P&G’s highly-skilled and experienced people, resources, technical capabilities and go-to-market expertise will allow us to further reach Millennial and Gen Z women through a fresh, bold attitude,” added Coombe.
Source: Procter & Gamble