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Published on .

(April 12, 2001) -- Procter & Gamble Co., Cincinnati, announced today it is licensing production, marketing and development of its Old Spice and Noxzema shaving products to Universal Razor Industries, though P&G will continue to operate and manage Old Spice antiperspirants, deodorants and fragrance products and Noxzema skin cleansing products.

The deal expands a 1999 relationship in which Universal Razor launched the first triple-blade women's razor under the Noxzema brand, but marks the first time P&G has licensed production rights along with a trademark license. Universal Razor will be responsible for marketing the products, too, though it will work with P&G on joint promotional programs. Included in the deal are Old Spice Shaving Creams, Soothing Gels and Pre-Electric Lotion and Noxzema Shaving Creams.

Shaving products for both brands have received scant media support in recent years, but Publicis Groupe's Saatchi & Saatchi, San Francisco, is the agency for Old Spice and Bcom3 Group's Leo Burnett USA, Chicago, handles Noxzema. -- Jack Neff

Copyright April 2001, Crain Communications Inc.

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