Procter & Gamble confirmed on July 26 that the Cincinnati-based company had sold its TAG body spray line to a New Jersey firm, which plans to revive what had once been a major brand.
P&G announced in 2010 that it planned to eliminate production of Tag sprays to focus on its Gillette, Old Spice and Secret antiperspirant and deodorant brands.
However, the TAG brand is still sold in a few retail outlets, according to a spokesman for Secaucus, N.J.-based My Imports USA. The company, which is seeking to acquire and license well-known brands, already manufactures, distributes and markets products under the brand names Amoray, Bio Power and Ultra Max.
“We are excited to have TAG as a part of our family of brands and our go-forward strategy to own and market well-known brands,” said Fahim Ibrahimi, CEO of My Imports USA.
Financial terms of the deal weren’t disclosed by My Imports USA or P&G.
“The divestiture of TAG continues our ongoing efforts to streamline our product portfolio and drive greater focus on our core brands and categories,” P&G spokesman Tressie Rose said. “We have not manufactured TAG for several years.”
The TAG sale wasn’t part of the deal to sell more than 40 beauty and fragrance brands that P&G reached with Coty Inc., which is expected to close later this year.
Privately held My Imports USA intends to expand the TAG brand to include new and innovative deodorants, antiperspirants, body sprays, body washes, hair washes, and other men’s grooming products. My Imports USA anticipates shipping the new TAG items early next year.
Launched in 2005 by the TAG Fragrance division of the Gillette Co., the brand became part of P&G through its $53 billion acquisition of Gillette the same year.
The TAG line competed with the AXE brand of P&G rival Unilever, which is marketed to teenage boys and young men.
In 2009, TAG launched its Signature Series, which was marketed with endorsements from celebrities such as the rapper Ludacris and basketball star Anthony Carmello. TAG was known for fragrances that included Midnight, Wild Card, Lucky Day, After Hours, All Nighter, Make Moves, Get Yours, Spin It, and Step Out.
TAG, which at one time boasted a 20% market share of the U.S. men’s body spray business, was the No. 3 best-selling men’s body spray brand in 2009. It competed with P&G’s Old Spice Red Zone, which was the second-best-selling men’s body spray. Axe was No. 1.