P&G Unloads Pert Business

Najafi Buys Shampoo-Conditioner Brand

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CINCINNATI (AdAge.com) -- Procter & Gamble Co. has sold its Pert shampoo-conditioner business to private-equity firm Najafi Cos. in the U.S., Canada and Caribbean, Najafi said in a statement.
P&G has ditched Pert and three other brands to focus on Pantene, Head & Shoulders and Herbal Essences.
P&G has ditched Pert and three other brands to focus on Pantene, Head & Shoulders and Herbal Essences.

Terms of the sale were not disclosed.

Pert goes out of P&G with a whimper after making a big bang in the late 1980s as the company's first two-in-one shampoo-conditioner product. Pert became the top-selling shampoo in the late 1980s. But unlike Pantene, the P&G brand that overtook Pert as No. 1 in dollar sales in the 1980s backed by a strong beauty-care positioning, Pert had little going for it beyond the two-in-one positioning that was quickly duplicated by others.

Pert had sales of $23.8 million, down 1.6%, in the 52 weeks ended April 16, according to Information Resources Inc. data that exclude Wal-Mart, club and dollar stores. Including all outlets, retail sales likely exceed $50 million.

Fourth in four years
It's the fourth hair-care brand P&G has discontinued or sold in the U.S. in the past four years, along with Vidal Sassoon, Daily Defense and Daily Renewal, as the company focuses primarily on Pantene, Head & Shoulders and Herbal Essences.

Publicis Groupe's Leo Burnett Co., Chicago, last handled the brand, which has had less than $1 million in media support the past two years, according to TNS Media Intelligence.
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