Diamond, a manufacturer of private-label personal care and household products, will set up a sales and marketing unit called White Rain Co. to handle the new brands.
Hill, Holliday, Connors, Cosmopulos in Boston was the most recent agency for White Rain, but the brand has received no media support since 1997, according to Competitive Media Reporting.
The haircare brands' sale is part of Gillette's plan to concentrate on its better-performing razor and toiletries businesses, and improve overall financial results. Last month, it hired J.P. Morgan & Co. to review alternatives for parts of its Braun appliance business and Merrill Lynch & Co. to do the same for its stationery products unit, which markets the Liquid Paper, Parker and Paper Mate brands.
Copyright March 2000, Crain Communications Inc.