P&G powers into male grooming

Proctor & Gamble has further underlined its interest in the male grooming sector with the acquisition of top-tier brand Zirh.

The US based brand currently has limited distribution in the UK via boutique stores within Harrods and Harvey Nichols.

The move follows the global consumer-products company’s purchase of another premium US male-grooming brand The Art of Shaving, which sells razors for more than $300 (£182) each.

New York-based Zirh was founded in 1995 and makes products such as shaving creams and gels using natural oils and extracts.

P&G’s male grooming brand communications spokesman, James Nunn says the acquisitions show P&G see’s male grooming as “an interesting sector” for expansion.

He adds the company would now look at how to build on the acquisitions “across the globe.”

P&G’s existing male grooming portfolio include Gillette, Old Spice and Braun.

The news follows revelations that Sara Lee is planning a fresh attack on the male grooming sector via the revamp of Brylcreem and future expansion of the Radox brand. Actor Matthew Fox (pictured) has promoted L’oreal male grooming brand menexpert.

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