P&G acquires Zirh

Published: 16-Jun-2009
Male Grooming

Procter & Gamble is stepping up its investment focus on the male grooming market after announcing the acquisition of premium men’s brand Zirh.


Procter & Gamble is stepping up its investment focus on the male grooming market after announcing the acquisition of premium men’s brand Zirh.

“Zirh is an excellent fit into P&G’s already incredibly strong male grooming portfolio,” commented Chip Bergh, group president, P&G Male Grooming. “Although it is a relatively small, North American-centric business, its super-premium positioning and product line up is a perfect complement to our portfolio.”

The high-end male grooming brand is P&G’S second premium grooming purchase in recent weeks, following the acquisition of The Art of Shaving on 3rd June, and is in line with its strategy of building P&G’s men’s business.

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