P&G washes out Prell

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Procter & Gamble Co., Cincinnati, said it's trying to sell the Prell shampoo brand so it can focus on the Head & Shoulders, Pantene and Pert Plus brands. Prell was profitable but "it is no longer a strategic fit for us,'' said Rob Mateucci, VP-general manager of P&G's haircare business. Prell made up less than 1% of P&G's beauty-care sales in fiscal 1998. P&G said it hired investment banker Harris Williams & Co. and is soliciting bids, but will keep the brand if it doesn't get a good offer. The company hasn't given Prell any ad support in several years. P&G is in the midst of a marketing restructuring focused on growing global brands. In February, the company announced it would sell the Coast soap brand to concentrate on more profitable soap lines such as Safeguard and Zest. P&G has revamped its shampoo offerings

Copyright May 1999, Crain Communications Inc.

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