Sale Talk Bubbles Around Procter & Gamble Brands

WWD

All eyes are on Procter & Gamble Co.’s beauty business, as the industry waits to see what stays and what will go.

Financial sources and retailers are buzzing about which companies will make a play for the P&G brands hitting the market.

Sources frequently name Coty Inc., Henkel AG and Unilever as potential buyers for pieces of the P&G beauty portfolio.

On Thursday evening, Reuters reported that Revlon is keen on taking a hard look at P&G’s cosmetics brands, namely CoverGirl and Max Factor, both of which have dimmed in importance and shrunken in size. Revlon declined to comment.

Revlon president and chief executive officer Lorenzo Delpani is determined to restore Revlon to its past status as an icon. Perhaps he has the energy and ambition to do the same with CoverGirl.

Industry consultant Allan Mottus noted that retailers have trimmed CoverGirl’s display space in recent years. “CoverGirl is definitely…

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