Manufacturing Industry
P&G's new OT line targets tween boys.(Procter & Gamble co. signs licensing agreement with OT OverTime LLC)(Brief Article)
Cosmetics International, March, 2004
Procter & Gamble is taking the explosion in the male grooming market to its logical conclusion by developing a line of personal care products aimed at tween and teen boys.
The company has signed a licensing agreement with OT OverTime LLC, a company founded in 2002 by three former P&G executives. OT OverTime LLC will manufacture and distribute personal care items with a sporty positioning under the trademark OT, which stands for 'overtime'.
OT is the first line aimed entirely at boys aged 9-16, a segment that P&G felt was under-served: "There were choices for every other consumer segment except for boys 9-16, who were largely using products designed for their fathers or sisters," said the company. Tests by P&G found that 90% of boys who tried the...
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