M&A Deal Summary

Keyline Brands Acquires Colgate-Palmolive Soft & Gentle Brand

On December 31, 2012, Keyline Brands acquired consumer products company Colgate-Palmolive Soft & Gentle Brand from Colgate-Palmolive

Acquisition Highlights
  • This is Keyline Brands’ 1st transaction in the Consumer Products sector.
  • This is Keyline Brands’ 1st transaction in the United Kingdom.

M&A Deal Summary

Date 2012-12-31
Target Colgate-Palmolive Soft & Gentle Brand
Sector Consumer Products
Buyer(s) Keyline Brands
Sellers(s) Colgate-Palmolive
Deal Type Divestiture

Target

Colgate-Palmolive Soft & Gentle Brand

United Kingdom
Soft & Gentle is the UK’s 4th major female deodorant brand (by market share) and retains strong brand equity with retailers and consumers in the UK. The brand offers a truly ‘feminine’ position in the market on an innovative fragrance platform.

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Buyer(S) 1

Buyer

Keyline Brands

Hounslow,, United Kingdom

Category Company
Founded 1990
Sector Consumer Products
DESCRIPTION

Keyline operates in the household and personal care space and its portfolio includes a number of important niche brands like Cuticura, Aapri, Inecto and Touch of Silver.


DEAL STATS #
Overall 1 of 1
Sector: Consumer Products M&A 1 of 1
Type: Divestiture M&A Deals 1 of 1
Country: United Kingdom M&A 1 of 1
Year: 2012 M&A 1 of 1

Seller(S) 1

SELLER

Colgate-Palmolive

New York, New York, United States

Category Company
Founded 1806
Sector Consumer Products
Employees34,000
Revenue 20.1B USD (2024)
DESCRIPTION

Colgate-Palmolive is a consumer products company that operates in two product segments: Oral, Personal and Home Care; and Pet Nutrition. The Company's Oral Care segment markets toothpaste and manual toothbrush brands including Colgate Total, Colgate Sensitive Pro-Relief, Colgate Max Fresh, Colgate Optic White and Colgate Luminous White toothpastes, Colgate 360° and Colgate Slim Soft manual toothbrushes and Colgate Optic White, Colgate Total and Colgate Plax mouthwash. Colgate’s Oral Care business also includes pharmaceutical products for dentists and other oral health professionals. In the Personal Care market, Colgate produces liquid hand soap, which it sells under the Palmolive, Protex and Softsoap brands. Colgate’s Personal Care products also include Palmolive, Sanex and Softsoap brand shower gels, Palmolive, Irish Spring and Protex bar soaps and Speed Stick, Lady Speed Stick and Sanex deodorants and antiperspirants. Colgate-Palmolive was incorporated in 1806 and is based in New York City.


DEAL STATS #
Overall 2 of 3
Sector: Consumer Products M&A 2 of 3
Type: Divestiture M&A Deals 2 of 3
Country: United Kingdom M&A 1 of 1
Year: 2012 M&A 1 of 1
PREVIOUS DEAL
DATE TARGET DEAL TYPE VALUE
2011-03-23 Colgate-Palmolive Co. Laundry Detergent Business in Colombia

Colombia

Colgate-Palmolive Co., Laundry Detergent Business in Colombia comprises the trademarks, intellectual property and formulations of the detergent.

Sell $215M
FOLLOWING DEAL
DATE TARGET DEAL TYPE VALUE
2014-12-30 Genie & Scel-O-frais

France

Génie and Scel-O-Frais are heritage French household brands with strong reputation and consumer awareness in the hand-wash laundry detergents and plastic film segments respectively.

Sell -