June 10, 2009
The Art of Shaving
CPG powerhouse P&G recently purchased The Art of Shaving, a high-end male grooming products chain. Their seemingly uncharacteristic move caused some in the marketing and ad industry to ponder why a venerable CPG company would waltz into the world of retail - especially given the recession and the fact P&G is notoriously CPG-focused (although truth is, this actually isn't P&G's first foray into retail).
For those who are bewildered by the move, I say this -- I'm sure the purchase wasn't given the two seconds of thought that I gave my most recent checkout counter impulse buy (oh yes, I did). A company like P&G has serious coin to drop on research. I'd guess that, among other reasons, they found the move would help elevate their brand image.
The Hartman Group provided some insightful perspective on the acquisition. They go so far as to speculate P&G may foresee something shaking up the CPG sector soon. Could CPG be affected the way private label is affecting mainstream grocery? That's something a little scary, but interesting, to consider.
- posted by Hillary Hempstead