$104 million cash payment
The deal, expected to close in the
The brands will help more than double Church & Dwight's oral-care sales. "Although this business has been in decline," Chairman-CEO Robert A. Davies III said in a statement, "we believe the brand equities remain strong, and the business can be revitalized through additional focus and support."
Other brands for sale
The oral-care sale follows Unilever's announcement last week to sell its Brut men's personal-care brand to Helen of Troy. Several other Unilever brands in the U.S. remain for sale, according to executives familiar with the situation, including Sunlight, Final Touch and Niagara home-care brands and Salon Selectives hair care.
A Unilever spokeswoman declined comment on the other brands.
Stronger market overseas
Unilever remains committed to its oral-care business outside the U.S. and Canada, where it holds leading or strong positions in many markets, the company said.
The U.S. oral-care brands have not had agency assignments in recent years under Unilever. Church & Dwight handles advertising in-house, with several agencies handling project work, including Joey Co., Brooklyn, New York.