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.”