This week Proctor & Gamble announced its purchase of Billie, a women’s razor subscription company.
Experts suggest that the purchase of Billie by Proctor & Gamble could mean other companies may follow in adopting the trend of acquiring mission-driven brands that are in the direct-to-consumer markets.
Robert Ottenstein, analyst, explains, “The acquisition also makes strong strategic sense, given that Billie could fill the gap in P&G’s portfolio left by Olay, now refocused on facial skincare that Gillette’s Venus has failed to occupy. Billie is potentially a homerun.”