Procter & Gamble, Cincinnati, has entered into a licensing agreement with OT OverTime LLC in which Overtime will manufacture, distribute and market a line of personal care products. The line, OT, is the first collection of personal care products exclusively for tween and teenage boys, according to company executives. The OT name stands for “overtime” and is anchored in a sports positioning. The initial lineup will include hair care, antiperspirant/deodorants and personal cleansing products. OT is available in Target stores nationwide and Meijer stores throughout the Midwest.
According to P&G’s research, tween and teenage boys are dissatisfied with the choices they have in personal care. Boys ages 9-16 largely use products designed for their fathers or sisters and have so far been an untapped group. OT’s development included the involvement of moms and boys, and market tests among hundreds of boys and their parents indicated OT will be a hit, P&G executives said. More than 90% of boys wanted to buy the products after trying them; 85% of parents said they would purchase the products for their sons and more than 80% of boys who tried the products said they’d tell others about OT.
“Though P&G has focused on other consumer segments, we are thrilled to see this great line of products come to market,” said Steve Baggott, director of external business development, P&G. “OT Overtime LLC is a company comprised of three former P&G executives, one of whom helped develop the brand. We are confident that this is the right company with the extensive consumer packaged goods experience to make this brand a success.”