LONDON — Alliance Boots has inked a deal with Procter & Gamble Co. for the distribution of its Boots Laboratories skin care brand in Italy.

This story first appeared in the May 11, 2010 issue of WWD. Subscribe Today.

The partnership will leverage “P&G’s sales force capacity and capabilities to distribute and promote the brand to pharmacies,” Alliance Boots stated. On the back of the success of No7 Protect & Perfect treatment products in the U.K., Alliance Boots introduced the Boots Laboratories brand to pharmacies in France in 2008 and Portugal in 2009. The brand will bow in Italy and Spain in the coming months.

“Our objective is to expand Boots Laboratories,” stated Ornella Barra, chief executive officer of Alliance Boots’ pharmaceutical wholesale division.

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