P&G Looks to Perfect the Art of Shaving
Procter & Gamble
is clearly set on finding new ways to sell its products and part of that
is taking the company’s brands directly to consumers.
Consider that P&G
- Acquired licenses to
operate its Mr. Clean Performance Car
Wash concept in over 40 states;
- Worked with TheEssentials.com,
an independently owned website that only sells products manufactured
by the consumer products giant;
- Invested in Ocado, an
online grocer in the U.K.;
- Just acquired the The Art
of Shaving, a high-end chain that provides grooming services along with
products primarily to a male consumer base.
The Art of Shaving,
which operates 36 locations around the U.S., also sells its own branded
goods at merchants including Bloomingdale’s and Nordstrom. The company’s
five-blade razors sell for $150 and up while retail prices on its brushes
start at $55.
P&G has worked with
The Art of Shaving in the past with the two companies partnering on shaving
products that used Gillette Fusion blades.
spokeswoman Kelly Vanasse told the Business Courier of Cincinnati that
the acquisition would help the company
"learn a lot about operating retail locations" and would broaden
"our footprint in prestige."
What do you think of P&G’s acquisition of the Art of Shaving? What
are your thoughts on its experimentation with different methods of selling
its products directly to consumers?