P&G announced the acquisition of the Zirh skin care brand. Zirh is a premium-positioned, male grooming brand available in high-end department stores, specialty outlets and online. According to the company, Zirh, founded in 1995, enjoys unique positioning as a high-end "male only" brand.
P&G stated that, like its recent acquisition of The Art of Shaving, the acquisition of Zirh supports P&G Beauty & Grooming's strategy to build the world's premier male grooming company. It broadens its portfolio of male brands—which includes Gillette, Old Spice, Braun, a collection of male fine fragrances and The Art of Shaving—through its strength as a premium brand, its high-performance products and its deep connection with men.
"Zirh is an excellent fit into P&G's already incredibly strong male grooming portfolio," said Chip Bergh, group president, male grooming, P&G. "Although it is a relatively small, North American-centric business, its super-premium positioning and product line-up is a perfect complement to our portfolio."
"P&G male grooming is a perfect home for Zirh," said Brian Robinson, president, Zirh Holdings. "Zirh is a quintessentially male brand designed specifically to meet men's unique skin care needs. With brands such as Gillette and Old Spice, the P&G male grooming portfolio will be a natural fit for the brand. This was a great move for both companies."