Looking to expand its direct contact with customers, Procter & Gamble is buying the Art of Shaving 36-store retail chain, which purveys pricey shaving products at upscale malls, Jack Neff reports.
It has sold high-end Gillette-branded products there since 2007; all of Art of Shaving's razor products fit only P&G's brand.
Art of Shaving also distributes products
through about 700 Sephora stores, and is strong on the Internet and in building one-to-one relationships with men. "We certainly are stepping up our online presence in e-commerce," says
P&G spokeswoman Kelly Vanasse. "Art of Shaving brings with them a large e-commerce program."
David Holthaus, meanwhile, reports in the
Cincinnati Enquirer that P&G is bringing its consumer and market knowledge, design, brand
external relations and marketing departments under the supervision of Marc Pritchard, its global marketing officer, to form an "integrated brand-building organization." Pritchard takes on
the additional title of global brand building officer.
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