Jan 1, 2013: Soft & Gentle brand which belongs to Colgate-Palmolive has been acquired by Keyline Brands Limited a UK based subsidiary of Godrej Consumer Products. Soft & Gentle which had sales of nearly £21m in 2011 is said to be the 4th largest female deodorant brand in UK. The brand is well known among females and has a strong market presence in innovative fragrance. The acquisition of this brand from Colgate Palmolive will help Keyline Brands to profitably scale up the UK business. They will be focusing on a 3×3 strategy that focuses on synergies that significant, strategic and financially accretive. With this acquisition Godrej aims at creating an above the line support campaign and product extensions in the female perfume category.
