Proctor & Gamble A smooth move….oh, shut up!
P&G, who know a thing or two about making a bob or two from the removal of unwanted hair, are buying, for an undisclosed amount, the entirety of the shareholding of Billie, a subscription service for shaving and body care products for women. Billie sells razors, shaving cream, body wash and body lotion, and have built a reputation on their commitment to eliminating the ‘pink tax’ on women’s shaving products, which are generally priced at a premium to those for men. The Billie portfolio will complement P&G’s existing lines Venus, Braun and joy. A couple years back, you may recall, rival Unilever bought the Dollar Shave Club, another subscription service, for a cool billion bucks, and last year Schick and Wilkinson owner Edgewell forked over $1.37bn for the acquisition of Harry’s, ah, erm, shaving subscription service.
Comment: &G have been coining it off razors since they bought Gillette in 2005. Why on earth would they stop now?