P&G sells TAG deodorant brand to My Imports USA

TAG once held a 20% share of the US men's body spray market

P&G has sold TAG deodorant to My Imports USA, a New Jersey-based manufacturer and distributor of consumer goods acrosss health and beauty.

The sale is the latest of P&G’s personal care brands to face the chopping block, after it agreed to sell 41 beauty and hair care brands to Coty last year, plus its Christina Aguilera fragrances brand to Elizabeth Arden and its Dolce & Gabanna fragrance licence to Shiseido this year.

TAG was one of P&G’s few remaining personal care brands alongside Aussie, Herbal Essences, Head & Shoulders and Olay.

The deodorant and antiperspirant brand at one time held a 20% share of the US men’s body spray market and was the number three best selling men’s body spray brand.

It is planned that My Imports USA will expand the franchise and launch “new and innovative” deodorants, antiperspirants, body sprays, body washes, hair washes and other male grooming products as part of the push. The new launches are expected to be distributed in early 2017.

Speaking about the acquisition, Fahim Ibrahimi, Chief Executive Officer of My Imports USA, said: “We are excited to have TAG as a part of our family of brands and our go-forward strategy to own and market well-known brands.”

TAG’s innovation pipeline has dried up somewhat in recent years, however, in 2009 it launched its Signature Series that included celebrity endorsement from US rapper, entrepreneur and actor Ludacris.

TAG is best known for its fragranced sprays, which include: Midnight, Wild Card, Lucky Day, After Hours, All Nighter, Make Moves, Get Yours, Spin It and Step Out. Full terms of the deal were not disclosed.