Gillette exits haircare business

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Gillette Co. reached agreement to sell its haircare brands--many of which are long-established--to Diamond Products Co., Tampa, Fla., and exit the segment. The deal includes Adorn, Dippity-Do, Dry Look, Mink Difference, Tame, Toni and White Rain. Together, the brands generated $110 million in sales last year. Financial terms were not disclosed for the sale that's expected to close in April.

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.

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