P&G sells health brand

Procter & Gamble is selling its Vicks VapoSteam U.S. liquid inhalant business to Helen of Troy as the Cincinnati-based consumer products continues to shed non-core businesses.

Financial terms were not disclosed, but the business unit commands about $10 million in annual sales, Helen of Troy said Monday. The Vicks deal represents P&G's first health-related divestiture under the brand reductions.

The deal includes fully paid-up license to the Vicks VapoSteam trademarks and the U.S. license of P&G's Vicks VapoPad trademarks for scent pads. Most Vicks VapoSteam and VapoPads are used in Vicks humidifiers, vaporizers and other health care devices already marketed by Helen of Troy.

P&G is in the midst of a brand-shedding campaign targeting up 100 labels. The restructuring is intended to simplify and focus the consumer products giant on about 70 core brands that are growing the fastest.

So far, P&G has sold off Iams pet food and announced a deal to sell Duracell batteries. Beyond that, P&G has also cut more than half a dozen minor beauty and fragrance labels as well as another half dozen mostly European laundry brands.

CEO A.G. Lafley said last month most of the brands P&G wants out of would be known by summer.