P&G Buys Zirh

2009-06-16 | 09:02

Continues big push into men's grooming.

Procter & Gamble Co. continued its quest to dominate the men's grooming category with the acquisition ofZirh, a line ofskin care and fragrances that are sold in department and specialty stores.

It's the second acquistion in men's grooming this month for P&G. Back on June 3, the company acquired The Art of Shaving in a deal estimated at $60 million.

"Zirh is an excellent fit into P&G's already incredibly strong Male Grooming portfolio," says Chip Bergh, Group President, P&G Male Grooming. "Although it is a relatively small, North American-centric business, its super-premium positioning and product line up is a perfect complement to our portfolio."

Zirh is the brainchild of Brian Robinson, who created the brand more than a decade ago. He sold it to Shiseido, but ultimately got it back at a discount when the brand floundered under Shiseido.

"P&G Male Grooming is a perfect home for Zirh," says Brian Robinson , President, Zirh Holdings. "Zirh is a quintessentially male brand designed specifically to meet men's unique skin care needs. With brands like Gillette and Old Spice, the P&G Male Grooming portfolio will be a natural fit for the brand. This was a great move for both companies."

Founded in 1995, Zirh is an international seller of men's skin care and shaving products, with a focus on simplicity and ease of use. Zirh products differentiate themselves through ingredients like natural oils, extracts and botanicals and a focus on the specific skin care needs of men. The full line of Zirh products can be found at high-end department and specialty stores, as well as online at www.zirh.com.