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Procter & Gamble boosts 'naturals' lineup with acquisition

This is L. touts organic feminine hygiene brands
Posted at 1:05 PM, Feb 05, 2019
and last updated 2019-02-05 14:20:00-05

Procter & Gamble Co.'s portfolio of naturals products is growing again.

P&G announced the acquisition of This is L., a San Francisco company that used cause-related marketing to rapidly grow its feminine hygiene brands, including organic cotton tampons and chlorine-free ultra thin pads. The company donates a portion of each sale to improve product availability in parts of the world where such products aren't affordable.

“This acquisition is a perfect complement to our Always and Tampax portfolio, with its commitment to a shared mission to advocate for girls’ confidence and serve more women,” said Jennifer Davis, P&G Global Feminine Care President, in a press release. “We feel this is a strong union and together we can be a greater force for good.”

P&G has been growing its roster of natural products that appeal to consumers worried about environmental issues and harmful chemicals. Several of its brands have launched natural alternatives, some of them developed in house and others through acquisitions. Chief Financial Officer Jon Moeller told investors in November that P&G would double its revenue from this segment in its 2019 fiscal year, which ends in June. More recently, on Jan. 23, he called out naturals as a contributor to P&G's second straight quarter of strong sales growth.

"Our naturals entries continued to drive growth including Pampers Pure Protection diapers, Burt's Bees toothpaste and Native deodorants, which we recently expanded into Target stores," Moeller said.

P&G didn't disclose terms of the deal or revenue attached to This is L., but it did say the products are available in over 5,000 stores and its donation program is "on track to provide access to over 250 million products." That access includes distribution of pad manufacturing machines that make products available in remote areas and help women become entrepreneurs.