P&G to buy Billie. It may work, but not for the reason you think
www.slottingfee.com
In early January, P&G announced plans to buy Billie, a subscription-based, direct-to-consumer brand focused on women razors. Female razors have long been a consistent revenue generator for CPG companies—not due to product quality—but because of a strange mix of sexism, product development and market concentration. The US female razor market is a $1 billion industry dominated by three firms: P&G, Bic, and Edgewell (Schick.) Historically, female razors grew out existing male technology—an already expensive product.
P&G to buy Billie. It may work, but not for the reason you think
P&G to buy Billie. It may work, but not for…
P&G to buy Billie. It may work, but not for the reason you think
In early January, P&G announced plans to buy Billie, a subscription-based, direct-to-consumer brand focused on women razors. Female razors have long been a consistent revenue generator for CPG companies—not due to product quality—but because of a strange mix of sexism, product development and market concentration. The US female razor market is a $1 billion industry dominated by three firms: P&G, Bic, and Edgewell (Schick.) Historically, female razors grew out existing male technology—an already expensive product.