P&G Completes Gillette Acquisition

04 October 2005

Global consumer goods giant Procter & Gamble has completed its $57 billion (€47.27bn; £32.21bn) takeover of Gillette.

The deal was given the green light by the US Federal Trade Commission, on condition that Cincinnati-headquartered P&G continues its sale of overlapping brands.

Latest products to go up for auction are Right Guard deodorant and the Rembrandt teeth whitening range.

Potential buyers include Colgate-Palmolive, Japan's Kao Brands and Germany's Henkel and Beirsdorf, as well as Church & Dwight and Johnson & Johnson for Rembrandt.

Last month, P&G agreed to satisfy antitrust regulators in Europe and the US by selling SpinBrush, its battery-powered toothbrush, to Church & Dwight for up to $100 million. SpinBrush, which is marketed under the Crest name, overlaps with Gillette's Oral-B brand [WAMN: 15-Sept-05].

It is unclear yet what effect the selloffs will have on the brands' advertising and media agencies, BBDO Worldwide and Mindshare. However, the former appears likely to remain on the P&G roster through its association with Boston-based Gillette's all-important razor business.

Data sourced from AdAge (USA); additional content by WARC staff