Procter & Gamble Australia Pty Limited - proposed acquisition of Gillette Australia Pty Limited


Procter & Gamble Australia Pty Limited proposes to acquire Gillette Australia Pty Limited. The Procter & Gamble Company operates in health and personal care consumer products.

Gillette Australia Pty Limited (Gillette) is owned by The Gillette Company, which is based in the US. Gillette markets a number of consumer products, including Mach 3 and Venus razors, Duracell batteries, Oral B and Braun toothbrushes, and Braun shavers and small appliances.

Market definition

Only two areas of overlap were identified, namely underarm deodorants, and aftershaves and colognes. Therefore, at their narrowest, the relevant markets are considered to be:
1. the national market for underarm deodorants; and
2. the national market for aftershaves and colognes.

Competition analysis

The Commission formed the view that the proposed acquisition is unlikely to substantially lessen competition due to limited overlap of the parties' activities. The only market in which the Commission's concentration thresholds are crossed is the national market for aftershaves and colognes. However, the merged entity is likely to be constrained in this market by existing competitors, imports, and the threat of new entry.

Merger type