Mon, 30 Jun 2014 | DIVISION SALE
Unilever, the Anglo-Dutch consumer products giant, is preparing to sell its men’s hairstyling brand Brylcreem.
PwC is working with Unilever to explore sale options for the brand as well as a selection of its other smaller personal care brands in a bid to slim down its portfolio and focus on 15 “power brands". The company also wants to achieve cost savings of £400 million by the end of 2014.
It purchased the brand in 2010 as part of a £1 billion purchase of personal care products from US company Sara Lee, and also included Kiwi shoe polish and Radox shower gels.
Brylcreem was created in 1928 by Birmingham-based firm County Chemicals, and was only sold to barbers at first. It was among the first brands to use sports stars to market a product, and got England cricketer Denis Compton on board as the face of Brylcreem in the 1950s.
In more recent years the product has been fronted by David Beckham and Kevin Pietersen.
It is expected that the sale will draw the attention of international trade buyers, particularly form the Indian and Chinese markets.
Unilever has jettisoned many of its food businesses including Peperami to US food maker Jack Links and Skippy peanut butter to Hormel Foods. It has also been trying to shake off its Slim-Fast brand in a £1 billion sale, but with changing diet habits this is proving to be a difficult goal to reach.
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