Procter & Gamble Co. (NYSE: PG) has sold the Tag deodorant and fragrance brand to My Imports USA. The transaction is part of P&G’s plan to divest several non-core assets so the company can focus on its core Pampers, Bounty, Charmin, Crest, Tide and NyQuil product lines.
Tag is known for the Midnight, Wild Card, Lucky Day, After Hours, All Nighter, Make Moves, Get Yours, Spin It and Step out fragrances. The target became part of P&G when the latter acquired Gillette in 2005. My Imports is planning on growing Tag by introducing new deodorants, body sprays, body washes as well as other men’s grooming products. Financial terms of the deal were not disclosed.