Johnson & Johnson’s Personal Products Co. will buy the Rembrandt oral care brand from the Gillette Co.
The deal is expected to close in the fourth quarter; terms were not disclosed. The Federal Trade Commission required Gillette to sell Rembrandt as a condition of approving Procter & Gamble’s purchase of Gillette.
Skillman, NJ-based Johnson & Johnson gets Rembrandt’s consumer products as well as those distributed through dental offices, including whitening systems as well as toothpastes, strips and mouth rinses. The brand complements J&J’s Reach toothbrushes and floss and its Act mouth rinse brands.
“This transaction provides us with an outstanding equity in the rapidly emerging aesthetic segment of oral care,” said J&J Group Chairman Michael Sneed in a statement.
The sale comes as part of P&G’s $57 million acquisition of the Gillette Co. .
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