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Energizer Acquires J&J Tampon Brands

August 1, 2013

Goes head-to-head with Procter & Gamble

Energizer Holdings is powered by its personal care brands. The battery maker acquired three strong feminine care brands that put the company in more direct competition with rival Procter & Gamble. Energizer’s decision to diversify should offset weakness in the battery category, say industry analysts.

Besides Energizer and Eveready battery brands, Energizer also owns Schick, Wilkinson Sword, Skintimate, Banana Boat, Hawaiian Tropic, Edge, Wet Ones and Playtex.

On Wednesday, Energizer Holdings announced the acquisition of Stayfree, Carefree, and o.b. from Johnson & Johnson. The acquisition includes a manufacturing plant in Canada and the three brands in the US, Canada and Caribbean regions. Energizer is paying $185 million and expects the deal to close in the fourth quarter.

Although Energizer is dominant in batteries (No. 1 or No. 2 market share in 28 of 31 Nielsen countries), the company also holds strong market shares in other categories. Energizer is also number one in the US in sun care, hand and face towelettes, shave prep, infant bottles and cups and disposable diapers systems. Energizer has the number two share in men’s shaving systems, women’s shaving systems, disposable shavers and tampons.

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