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Procter & Gamble (P&G) Duracell News

Frédéric Fekkai latest to face P&G’s brand chopping block

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By Jennifer Faull | Deputy Editor

May 22, 2015 | 2 min read

Proctor & Gamble (P&G) has sold its Frédéric Fekkai luxury hair care brand and salons as it ramps up the pace on its brand cull as part of a wider plan to streamline the business.

The FMCG-giant warned last year that at least 100 brands could face the axe. Shortly after it sold leading battery brand Duracell.

The Frédéric Fekkai brand was purchased in a joint venture between Designer Parfums and LUXE Brands. It will see the group rebranded under the name Fekkai Brands, LLC. T

The founder, Frédéric Fekkai, will retain his role as adviser and brand architect at the flagship salon on 5th Avenue in New York.

"We are excited to be working with the extraordinary talent of Frédéric Fekkai and the Fekkai brand to optimize and further develop his brand of world class and innovative hair care products," said Designer Parfums chief Dilesh Mehta.

The Fekkai business comprises a range of hair products and seven salons in New York, Connecticut, Florida, Texas and California. Approximately 225 people are currently employed in the salon business; they are expected to transfer to the newly formed entity.

P&G has declined to comment on the sale price. A P&G spokesman told the WSJ that the sale is in line with the company’s broader plan to shed noncore brands to better focus on core beauty brands, such as Pantene and Head & Shoulders.

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