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Church & Dwight Leveraging Batiste Success To Grow US Dry Shampoo Market

 
• By Malcolm Spicer and Ryan Nelson

Firm benefited from sub-megabrand contributions in its third quarter, including strong performances from Nair depilatories and "little monster" Batiste, which has gone from No. 7 to No. 2 in the US dry shampoo market since Church & Dwight acquired the brand in 2011. The company aims to expand its gummy vitamins business to gummy OTC drug offerings following recent hiccups that weighed on sales.

Church & Dwight Co. Inc. continues to focus on its largely non-cosmetic megabrands for growth, but received a boost in the fiscal 2015 third quarter from "higher-margin power brand" Nair depilatories and Batiste dry shampoos, dubbed "a little monster" by CFO Matthew Farrell.

The latter, acquired in 2011 from UK-based Vivalis Ltd

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