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.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

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

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


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 are your guide.


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

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

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