Procter & Gamble may have single-handedly tipped the balance of power from retailers to supersized manufacturers when it acquired Gillette this fall. The Federal Trade Commission approved the $57 billion union in October, giving its blessing for the two companies to operate as one consumer products behemoth.
The move fortifies P&G's reach in its existing categories, such as personal care and oral care, and introduces the company to new areas, such as batteries and razors and blades. Combined, the beefed up P&G will have more than $60 billion in sales annually.
To gain approval from the U.S. antitrust authorities, however, P&G did make several concessions, such as shedding brands in categories where the companies have overlapping businesses. P&G will spin off Gillette's Right Guard deodorant business and the Rembrandt oral care line, which it plans to sell to Johnson & Johnson. To meet with the European Commission's clearance provisions, P&G announced plans to sell SpinBrush battery-operated toothbrush business to Church & Dwight, the maker of Arm & Hammer toothpaste.
Aside from more leverage at the negotiating table with retailers, the prize component for P&G is Gillette's market-leading razors and blades business. The Gillette brand also gives P&G more of a platform on which to build a viable men's grooming business in an increasingly crowded segment. Gillette, a company with a penchant for marketing to men, last year launched Gillette Complete Skincare to compete with the likes of Nivea for Men, Neutrogena Men and now L'Oréal Men's Expert. P&G has dabbled in the men's arena by redirecting its Old Spice brand to young men, but has yet to carve out a distinct niche in the space. The company will likely leverage Gillette's sharpness to do that. By combining P&G's skin care expertise from brands like Olay and Gillette's prowess in getting men's attention, the pair could create a powerful men's skin care brand.
EXCLUSIVE: @tomford is opening its first-ever beauty store. The boutique, which opens November 20 in London’s Covent Gardens, was designed with the over the top glam Ford is known for. Read the full story on WWD.com, link in bio. #wwdbeauty #wwdnews (📷: Simon Wagner) #TomFordBeauty
New York-based DJ @harleyvnewton threw a party to celebrate the holiday collection of her dress and pajama line @hvn at the Ladurée Beverly Hills. It Girls @katebosworth, @rashidajones and more joined in on the fun, which included cocktails, croque monsieur sandwiches and a photo booth. #wwdfashion (📷: Owen Kolasinski/BFA.com)
For the holidays, @Burberry partnered with 20-year-old artist @blondeymccoy on a series of three outdoor murals in downtown Manhattan. The murals are McCoy’s interpretation of a Christmas eve party, the idea of charity and the spirit of family. His third mural, pictured here, is the most personal. The image depicts McCoy’s grandparents and father in London’s Trafalgar Square in the Seventies. “My work often features lots of sentimental objects.” #wwdeye
For spring 2018, designers applied bold colors and cartoonish motifs on everything from sneakers and belts to key chains. See all the top men’s accessories trends on WWD.com. #wwdtrends (📷: George Chinsee; Prop Styling by @rnasti; Market Editor: @luiscampuzano)
The @dior-sponsored @guggenheim international gala pre-party has a history of drawing cool-girl musical acts to serenade the crowd –– and last night was no exception. @haimtheband performed songs both new and old, and lured a star-studded audience with the likes of Rebecca Hall, Kate Mara, Mamoudou Athie and more. #wwdeye (📷: @lexieblacklock)
In a partnership between the @metopera and the @englishnationalopera, “Marnie” was born. The opera, with costumes sponsored by @mrporterlive, is an adaptation of the 1961 thriller by Winston Graham. Arianne Phillips, who created the costumes, is no rookie: She’s styled Madonna for her tours and created costumes for a myriad of films in the past. Read WWD’s interview with Phillips, where she talks about her inspiration for the opera’s costumes on WWD.com #wwdfashion
@barneysnyc took a different approach to their holiday windows this year. Instead of Christmas decor, Barneys tapped @thehaasbrothers to tell a story of positivity, gratitude and inclusivity via heartwarming silliness and humor. “It’s about kids and it’s about coming together and being family and loving each other,” said Simon Haas. #wwdfashion (📷: @joshuascottphoto)
Beauty influencer @kandeejohnson makes her foray into hair care with a collaboration with @ogx_beauty — making it the first time that OGX has teamed up for a product creation. The collab includes shampoos and conditioners in three scents. At 39 and a mom, Johnson is a different profile than the emerging social media stars, but is considered one of the pioneers of the digital beauty influencer world. Read WWD’s interview with her on wwd.com, including the strangest beauty product she’s ever tried #wwdbeauty