P&G to axe fragrances in mass-market rethink

Procter & Gamble is planning to sell its mass-market fragrance brands including Insignia, Mandate, California, Rapport and Blue Stratos.

Procter & Gamble is planning to sell its mass-market fragrance brands including Insignia, Mandate, California, Rapport and Blue Stratos.

The move is understood to be part of a decision taken in P&G’s global headquarters in Cincinatti to get out of the mass-market fragrance sector.

In the US, this means that P&G will sell NaVy, NaVy for Men, California and California for Men, Le Jardin, Incognito and Toujours Moi. P&G says its main mass-market fragrance brand, Old Spice, will be unaffected.

In Cincinatti, P&G chief operating officer Durk Jager says: “Mass fragrances make up a relatively small business for us when compared with our cosmetic and fine-fragrance business.”

But a source close to the company says: “This is another example of P&G’s cost-cutting drive. The mass-market fragrances are low margin products in struggling markets.”

According to IRI Infoscan figures for the year to May 19, the value of sales for the Insignia range fell by 17.3 per cent to 6.4m compared with the previous year. The Mandate range fell by 26 per cent to 1.3m and Rapport fell by 24.5 per cent to 1.8m. Old Spice, which is not being sold, fell nine per cent to 9.6m. P&G bought Insignia in 1984 from Shulton.

A spokesman for P&G would not comment.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here