The more, the better? The long-held notion might apply well to everyday’s life but not always to branding. Or does it? It might be the increasingly gloomy economic forecasts or simply the life cycle any brand goes through – thing is many companies are selling product brands of own portfolio either to reduce management costs or to focus investments on key brands. Ford, for instance, has been considering selling its Volvo business.

And this situation is not limited only to the brands that have been hit harder by the crisis. In fact, Procter & Gamble, a solid giant in consumer good brands, has sold yesterday Infusium 23, a brand of its portfolio that has been endorsing shampoos, conditioners and hair treatments for more than 80 years. The buyer is Helen of Troy, well-known brand-name for personal care and household consumer product brands, that has bought Infusium for an undisclosed amount of cash in order to integrate it into its Idelle Labs division of skin and hair care products. 

It’s not unusual for P&G to sell its slow-growing brands lately. During the past 6 months, it has sold also its skin care brand Noxzema and Folgers coffee to Alberto-Culver Co. and J.M. Smucker Co. respectively.

For P&G the sale of the Infusium 23 means a closer focus on its star brands (want to know more on Multi-Brand Strategy in the Modern Market? Just click here).

From Helen of Troy point of view, instead, the acquired brand is expected to add about $40 million a year to both retail and salons sales. The acquisition will apparently “enhance our role as a comprehensive provider of solutions for our hair care consumers and styling professionals," Gerald Rubin, Chief Executive of Helen of Troy, said in a written statement.

Managing a portfolio of brand is not easy task – positioning and being relevant to different market segments is more an art rather than a simple business - and Buying the brand does not necessarily mean that the market will follow. Consumer’s trust is difficult to gain but even more to maintain when a brand passes hands…will Helen of Troy manage to capitalize on Infusium 23 80 years of brand heritage? We certainly hope so - $40 million year is no small figure to add on the brand sales!