All of Procter & Gamble's fragrance acquisitions and divestures 1990 - 2015
11th July, 2015
6 commentsLast week saw the acquisition of 65 beauty brands from Procter & Gamble by Coty. The last 25 years have seen many brands come and go: here is a list of (I think) all of them, where they came from and where they went.
Many of the acquisitions and divestures we've covered over the last 15 years we've been online, and have included links to relevant stories.
Update: A P&G employee has filled in some extra details in the comments, and I've updated the article to reflect this.
4711
- Acquired 2003 (as part of the Wella acquisition)
- Divested 2006 (sold to Maürer & Wirtz)
- Fragrances Produced under P&G None
- Related Stories:
Alberta Ferretti
- Acquired 1999 (from Proteo, after Proteo’s bankruptcy)
- Divested 2008 (to Arden)
- Fragrances Produced under P&G None
Alexander McQueen
- Acquired 2013 (Previously McQueen fragrances were made by YSL, but the license was lapsed around the time of L’Oreal’s acquisition of YSL)
- Divested 2015 (As part of the sale to Coty)
- Fragrances Produced under P&G One currently in development
- Related Stories:
Anna Sui
- Acquired 2003 (as part of the Wella acquisition)
- Divested 2011 (to Inter Parfums)
- Fragrances Produced under P&G Many, including Secret Wish, Flight of Fancy, Rock Me!
Atkinsons and I Coloniali
Avril Lavigne
- Created 2008 (One of the few brands that P&G created rather than acquired)
DivestedExpired 2014. (Possibly just dropped, I don’t think anyone picked it up)- Fragrances Produced under P&G Black Star, Forbidden Rose, Wild Rose
- Related Stories:
Baldessarini
- Created 2002 (Baldessarini was originally a brand extension of the Hugo Boss line, that was eventually spun off.)
- Divested 2011 (to Maurer & Wirtz)
- Fragrances Produced under P&G include Baldessarini, Baldessarini Del Mar, Baldessarini Ambré, Baldessarini Strictly Private
- Related Stories:
Bogner
- Acquired 2003 (As part of the Wella acquisition)
- Divested 2006 (to Fribad)
- Fragrances Produced under P&G include Bogner Fire + Ice Man and Bogner Man (new)
- Related Stories:
Bruno Banani
- Acquired 2003 (as part of the Wella acquisition)
- Divested 2015 (As part of the sale to Coty)
- Fragrances Produced under P&G many including Pure Man, Magic Woman, Made for Women, Made for Men, Dangerous Woman, Dangerous Man
- Related Stories:
Chiemsee
- Acquired 2003 (as part of the Wella acquisition)
- Divested I’ve absolutely no idea what happened to Chiemsee! The last fragrance produced were Wildcard and Revolution in 2009, though this may or may not have been with P&G. If anyone knows, let me know in the comments. (Update from comments: the Chiemsee license expired and Mibelle AG (migros) later got the license and produced in Italy)
Christina Aguilera
- Acquired 2007 (from Sarantis)
- Divested 2015 (As part of the sale to Coty)
- Fragrances Produced under P&G include Christina Aguilera, Inspire, Royal Desire, Red Sin, Unforgettable
- Related Stories:
Cindy Crawford
- Acquired 2003 (as part of the Wella acquisition)
- Expired
Divested
Cover Girl
- Acquired 1989 (from Noxell)
- Divested 2015 (As part of the sale to Coty, though fragrance brands such as Navy and Incognito were sold onto Dana in 1996)
Dolce & Gabbana
- Acquired 2005 (from Euroitalia)
- Divested 2015 (As part of the sale to Coty)
- Fragrances Produced under P&G Everything from The One onwards, including the Velvet lines, D&G numbered lines, Light Blue Pour Homme, The One for Men, Dolce, Dolce & Gabbana pour Homme Intenso
- Related Stories:
Dunhill
- Acquired 2003 (as part of the Wella acquisition)
- Divested 2013 (to Inter Parfums)
- Fragrances Produced under P&G Everything from Dunhill Fresh to Dunhill Custom.
- Related Stories:
Ellen Tracy
- Acquired 2003 (as part of the Wella acquisition)
- Divested Unsure, but was picked up in 2010 by Palm Beach Beauté
- Fragrances Produced under P&G None
- Related Stories:
Escada
- Acquired 2003 (as part of the Wella acquisition)
- Divested 2015 (As part of the sale to Coty)
- Fragrances Produced under P&G Many including Escada Joyful, Especially Escada, Desire Me, Incredible Me and countless summer fragrances
- Related Stories:
Extase
- Acquired 2003 (as part of the Wella acquisition)
- Divested 2006 (sold to Maürer & Wirtz as part of the 4711 deal)
- Fragrances Produced under P&G None
- Related Stories:
Gabriela Sabatini
- Acquired 2003 (as part of the Wella acquisition)
- Divested 2015 (As part of the sale to Coty)
- Fragrances Produced under P&G
Temperamento, Eleganceand Miss Gabriela Night (update from comments Temperamento and Elegance were produced under Wella's Cosmopolitan Cosmetics division, which ran independently until 2005) - Related Stories:
Gerry Weber
- Acquired 2003 (as part of the Wella acquisition)
Divested UnknownExpired- Fragrances Produced under P&G Gerry Weber Woman was launched in 2004, but was probably developed while under Wella (update from comments The fragrance was produced under Wella's Cosmopolitan Cosmetics division, which ran independently until 2005)
Ghost
- Acquired 2003 (as part of the Wella acquisition)
- Divested 2012 (to Designer Parfums)
- Fragrances Produced under P&G include Ghost Man, Cherish, Ghost Anticipation, Luminous, Ghost Captivating
- Related Stories:
Giorgio Beverly Hills
- Acquired 1994 (from Avon)
- Divested 2007 (to Elizabeth Arden -- Update from comments: P&G still owns GBH but licenses the brand to Arden)
- Fragrances Produced under P&G Ocean Dream, G, Giorgio Beverly Hills / So You
Gucci
- Acquired 2003 (as part of the Wella acquisition)
- Divested 2015 (As part of the sale to Coty)
- Fragrances Produced under P&G include Bamboo, Made to Measure, Gucci Première, Gucci Guilty pour Homme, Guilty, Gucci Flora, Gucci by Gucci pour Homme, Gucci Pour Homme II, Gucci by Gucci
- Related Stories:
Helmut Lang
- Created 1999
- Divested 2004 (Procter & Gamble and Helmut Lang mutually agreed to end the licensing agreement.)
- Fragrances Produced under P&G Cuiron, Helmut Lang Eau de Cologne, Helmut Lang Eau de Parfum, Helmut Lang Parfum, Velviona
- Related Stories:
Hervé Léger
- Created 1999
- Divested somewhere between 2006 and 2010 (At Avon since 2010)
- Fragrances Produced under P&G Hervé Léger and Rose Leger
- Related Stories:
Hugo Boss
- Acquired 1991 (As part of acquisition of Betrix from Revlon)
- Divested 2015 (As part of the sale to Coty)
- Fragrances Produced under P&G Everything apart from Boss Number One, Boss Sport and Boss Spirit
- Related Stories:
James Bond
- Created 2012 (Though previously James Bond fragrances had been made under license elsewhere)
- Divested 2015 (As part of the sale to Coty)
- Fragrances Produced under P&G 007 for Women, James Bond 007 Ocean Royale, James Bond 007 Quantum and James Bond 007
- Related Stories:
Jean Patou
- Acquired 2001
- Divested 2011 (to Designer Parfums)
- Fragrances Produced under P&G Enjoy, Sira des Indes and Coming Up Roses
- Related Stories:
Lacoste
- Acquired 2001 (as part of the acquisition of Jean Patou)
- Divested 2015 (As part of the sale to Coty)
- Fragrances Produced under P&G Many including Lacoste pour Homme, Lacoste pour Femme, Lacoste Challenge, L.12.12 Blanc / White, L.12.12 Bleu / Blue, Eau de Lacoste Femme and Lacoste L!VE
- Related Stories:
Laura Biagiotti
- Acquired 1991 (As part of acquisition of Betrix from Revlon)
- Divested 2015 (to Angelini, just before the Coty Acquisition)
- Fragrances Produced under P&G Most of them, including Laura, Roma Uomo, Tempore Uomo, Biagiotti Due Donna
Marc O’Polo
- Acquired 2003 (as part of the Wella acquisition)
- Divested Unknown
- Fragrances Produced under P&G Possible none. Midsummer Man and Midsummer Woman were the most recent launched just after P&G acquired Wella.
Max Factor
- Acquired 1991 (from Revlon)
- Divested 2015 (As part of the sale to Coty, though all the Max Factor fragrances were sold off or discontinued in the nineties, some to Dana)
Max Mara
- Acquired 2003 (as part of the Wella acquisition)
- Divested 2007 (to Selective Beauty)
Mexx
- Acquired 2003 (as part of the Wella acquisition)
- Divested 2015 (As part of the sale to Coty)
- Fragrances Produced under P&G Lots, including Mexx Diversity Woman, Energizing Man, Energizing Woman, Mexx Pure for Him, Mexx Pure for Her, Mexx Fly High Woman, Mexx Fly High Man
- Related Stories:
Montblanc
- Acquired 2003 (as part of the Wella acquisition)
- Divested 2010 (to Inter Parfums)
- Fragrances Produced under P&G Homme Exceptionnel, Femme de Montblanc
- Related Stories:
Muelhens
- Acquired 2003 (as part of the Wella deal, including brands such as Galileo, Globe)
- Divested Still technically owned by P&G as far as we’re aware, though many of the brands were discontinued or sold to Maürer & Wirtz
- Related Stories:
Naomi Campbell
- Acquired 2003 (as part of the Wella acquisition)
- Divested 2014 (to Designer Parfums)
- Fragrances Produced under P&G include At Night, Wild Pearl , Naomi, Cat Deluxe
Otto Kern
- Acquired 1991 (As part of acquisition of Betrix from Revlon)
- Divested around 1997 (Since 2005, Otto Kern fragrances have been made by Maürer & Wirtz)
- Fragrances Produced under P&G Ynpo, Ynpo New Day
Puma
- Acquired 2003 (as part of the Wella acquisition)
- Expired 2014 (acquired by L’Oreal Group)
- Fragrances Produced under P&G loads, including Puma Yellow, Puma Sync Woman, Puma Green, Puma Red and White Man
- Related Stories:
Replay
- Acquired 2007 (Previously the license was held by Morris)
- Divested 2013 (to Mavive)
- Fragrances Produced under P&G Include Replay for Him!, Replay for Her!, Replay Jeans Spirit! For Her, Replay Jeans Spirit! For Him .
- Related Stories:
Rochas
- Acquired 2003 (as part of the Wella acquisition)
- Divested 2015 (to Inter Parfums)
- Fragrances Produced under P&G include Muse de Rochas, Secret de Rochas, Eau Sensuelle, Désir de Rochas pour Homme, Désir de Rochas pour Femme
- Related Stories:
Shulton
- Acquired 1990 (from American Cyanamid)
- Divested Shulton’s Old Spice is still with P&G, but most other Shulton brands were sold off after acquisition – in 1995 Blue Stratos sold to UK company Parfums Bleu and in 1996 P&G sell Insignia, Rapport and Mandate to Dana Cosmetics
Sir
- Acquired 2003 (as part of the Wella acquisition)
- Divested 2006 (sold to Maürer & Wirtz as part of the 4711 deal)
- Fragrances Produced under P&G None
- Related Stories:
Stella McCartney
- Acquired 2013 (from L’Oreal)
- Divested 2015 (As part of the sale to Coty)
- Fragrances Produced under P&G Stella McCartney EDT
- Related Stories:
Tom Tailor
- Acquired 2003 (as part of the Wella acquisition)
- Divested 2010 (to Luxess)
- Fragrances Produced under P&G Bodytalk Women, Bodytalk Men
Tosca
- Acquired 2003 (as part of the Wella acquisition)
- Divested 2006 (sold to Maürer & Wirtz as part of the 4711 deal)
- Fragrances Produced under P&G None
- Related Stories:
Trussardi
- Acquired 2003 (as part of the Wella acquisition)
- Divested 2005 (picked up in 2007 by Selective Beauty
Valentino
- Acquired 2003 (from Unilever)
- Divested 2011 (to Puig)
- Fragrances Produced under P&G V pour Homme, V, Rock ’n Rose, Valentino (new), Rock ’n Dreams
- Related Stories:
Yardley
Yohji Yamamoto
- Acquired 2001 (as part of the acquisition of Jean Patou)
- Divested 2005 (the range was later reintroduced in 2013 by IFD Group)
- Fragrances Produced under P&G Yohji Yamamoto Pour Femme, Yohji Yamamoto pour Homme
- Related Stories:
Zirh
- Acquired 2009 (from Zirh Holdings)
- Divested 2011 (to TPR Holdings – owned by Zirh founder, Brian Robinson)
- Fragrances Produced under P&G None
- Related Stories:
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About the author: Grant Osborne
Grant Osborne is the founder and editor of Basenotes. Grant has two children, and a dependence on tea, haribo and bacon.
Website: http://www.grantosborne.com
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Comments
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- cacio | 12th July 2015 05:32
Thanks, very interesting and informative. What's striking is that there's almost nothing worth one's attention. Perhaps with the exception of helmut lang, at least in terms of innovativeness. And none of these brands seem to have produced much of interesting after being sold.
cacio
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- Pgemployee | 13th July 2015 20:22
Great to see this overview. Thanks for all the work that went into it!!!
Few comments:
P&G acquired Wella in 2003 but the fragrance division Cosmopolitan Cosmetics operated autonomously until summer 2005.
Abril Lavigne expired, not divested.
Chiemsee expired and Mibelle AG (migros) later got the license and produced in Italy.
Cindy Crawford license ran out and was not extended
Gabriela Sabatini Temperamento and Elegance were still developed and launched under Cosmopolitan Cosmetics
Gerry Weber license expired but all fragrances were still developed and launched under Cosmopolitan Cosmetics
Giorgio Beverly Hills still belongs to P&G !!! Elizabeth Arden merely got the license while P&G is the licensor and brand owner.
Puma was not divested but the contract not renewed and Loreal signed a new deal with Puma.
Thanks again for a nice view of history.
#pgemployeee
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You forgot Art of Shaving, which has a line of fragrances. That brand may or may not remain with P&G, though the close ties to P&G megabrand Gillette mean that it could very well stay.