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BUSINESS

Procter & Gamble exits 25 brands

Alexander Coolidge
acoolidge@enquirer.com
Avril Lavigne

Procter & Gamble continues to exit underperforming brands as part of its turnaround strategy.

Last week, the Cincinnati-based consumer products giant announced it planned to carve Duracell batteries into a standalone company. It also said it has exited 25 other brands since mid 2013 as part of its broader reorganization that will ultimately cut 90 to 100 brands from its portfolio.

On Tuesday, P&G listed most of those brands by name.

The changes are part of P&G's ongoing attempt to reignite growth at the company. By trimming laggard brands, CEO A.G. Lafley believes he can simplify the company's operations and free up resources to reinvest in its core business.

While the Duracell deal is pending, P&G finalized the third and final part of its exit from seven pet food brands exit in September, which included Iams, Eukanuba and Natura. Also in the last month, the company has confirmed its exit from Puma perfume and a Chinese battery brand called Nanfu.

P&G disclosed it has sold off or exited five more fragrance and cosmetics brands from its prestige beauty unit:

• Naomi Campbell fragrance

• Iman Cosmetics

• Avril Lavigne fragrance

• Replay fragrance

• DDF skin care

The company also sold off six small overseas laundry labels:

• Lavasan laundry in Venezuela

• Essex laundry in Greece

• Neoblanc bleach in Europe

• Magia Blanca bleach in Latin America

• Perla laundry in the Philippines

• Rol laundry in Greece

The company further disclosed it has eliminated about five other brands into others.