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Startup Takes On P&G

Willa, a line of personal care products and soaps for preteens launched by a wealthy Connecticut woman, is in Target, J. Crew and trendy Upper East Side boutiques like Blue Tree, owned by the actress Phoebe Cates. But the products, which are meant to be an alternative to more confectionary hair-care fare, sounds too much like Wella, per Procter & Gamble, and that has the Cincinnati-based CPG giant strapping on the legal chain mail. Willa brand, with lip balm, facial masks and lotions in purple and white bottles, versus Wella, heads to court next month.

Read the whole story at The New York Times »

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