In January of this year Proctor & Gamble announced that it was going to acquire Billie, a DTC brand famed for its ‘squeaky clean’ mantra and Gen Z worthy aesthetics.
However the FTC thinks this acquisition gives Proctor and Gamble an unfair advantage because they are already a market leader in shaving products.
They allege that the purchase would eliminate competition that would otherwise benefit the consumer because Billie is a newer but expanding maker of women’s razors that give the consumer the ability have another cheaper option to what is already offered by P&G.
This is a fair point to make given that P&G already own Gillette, Venus, and Joy. Billie has also made it clear through its messaging that they don’t support the ‘pink tax’ – practice of pricing women’s razors higher than comparable men’s razors. Would P&G keep that message going if they were to acquire them?
Ian Conner, Director of the FTC’s Bureau of Competition had this to say about the case; “Billie saw an opportunity to challenge P&G’s position as the market leader by finding underserved, price and quality conscious customers, and building an innovative brand. As its sales grew, Billie was likely to expand into brick-and-mortar stores, posing a serious threat to P&G. If P&G can snuff out Billie’s rapid competitive growth, consumers will likely face higher prices.”
P&G said in a statement that it was disappointed by the FTC’s decision and is considering its options.
What are your thoughts? Are the FTC justified in their action to stop this deal?
Photos via Billie
- How To Apply Sunscreen CorrectlyIf you’re wondering why I’m writing ‘How To Apply Sunscreen Correctly’, I am going to direct you to read this article first. It felt a little cruel to write that piece and then leave you in the dark about the correct way to look after your skin. So, here’s a quick article on the most…
- Rare Beauty New Eyeshadow’s Are HereFind out everything about the new Rare Beauty launch and how to win your own!
- What Is Jojoba Oil? The Essential Skincare AlphabetJojoba oil is an extremely well used ingredient in the cosmetic industry. The reason for this is pretty simple, it has excellent oxidative stability (1). What this means, is that it will take a long time before it will go rancid. Thus, it is particularly useful for being kept on a shelf. Additionally, this quality…
- Why Gwyneth Paltrow’s Sunscreen Application Is WrongIt’s been confirmed by several Dermatologists, in the past 24 hours. Gwyneth Paltrow’s sunscreen application is DEAD WRONG and is dangerous. You may be wondering what they hell I’m talking about, so just pause and watch this: If you’re really into skincare you may have noticed a few things wrong with what she says in…
- MakeUp Geeks Relaunches Full Spectrum EyelinersMakeUp Geeks has relaunched its Full Spectrum Eyeliners and not everyone is happy about it. In 2019, the social media fuelled brand, decided to completely rebrand themselves. Why? Well, CEO Marlena Stell told Beauty Independent: ‘With the ROI not being very good, everyone is scrambling to figure out how to market’. Referring to social media…