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P&G Buys Zirh

P&G continues its big push into men's grooming.

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By: Jamie Matusow

Editor-in-Chief

Procter & Gamble Co. continued its quest to dominate the men’s grooming category with the acquisition of Zirh, a line of skin care and fragrances that are sold in department and specialty stores.

It’s the second acquistion in men’s grooming this month for P&G. Back on June 3, the company acquired The Art of Shaving in a deal estimated at $60 million.

“Although it is a relatively small, North American-centric business, its super-premium positioning and product lineup is a perfect complement to our portfolio,” said Chip Bergh, group president for P&G Male Grooming.

Zirh is the brainchild of Brian Robinson, who created the brand more than a decade ago. He sold it to Shiseido, but ultimately got it back at a discount when the brand floundered under Shiseido.

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