P&G buys prestige brand The Art of Shaving
Procter & Gamble has made a further foray into the men’s grooming market and broadened its footprint in prestige with the purchase of high-end brand The Art of Shaving. The acquisition considerably strengthens P&G’s position in the retail industry; the company sells its products primarily through individual retailers and The Art of Shaving’s 36 US-based stores will be the first P&G owned locations focused on shopping.
Procter & Gamble has made a further foray into the men’s grooming market and broadened its footprint in prestige with the purchase of high-end brand The Art of Shaving. The acquisition considerably strengthens P&G’s position in the retail industry; the company sells its products primarily through individual retailers and The Art of Shaving’s 36 US-based stores will be the first P&G owned locations focused on shopping.
The Art of Shaving, which was founded in 1996 by Eric Malka and Myriam Zaoui, joins Gillette as part of P&G’s men’s shaving portfolio. The brand sells razors, shaving creams and other products in its own shops and online via its website as well as in high-end department stores.