Personal Care Line Targets Tween and Teen Boys

Discussion
Mar 08, 2004
George Anderson

By George Anderson

A new company founded by a group of former Procter & Gamble execs has created a new line of personal care products targeted to boys between the ages of nine and 16.

The company, OT OverTime LLC, will market a line of shampoos, body washes, deodorants and other items in a licensing agreement with P&G.

Target plans to carry the products in its stores nationwide and Meijer has also created shelf-space for the line with brand names such as Body Slam and Pit Defense.

Karen Frank, one of the former P&G employees involved in the new venture, helped develop the products while working at the consumer products giant. She told Reuters, “We
think it is a largely untapped market that is just ripe for these products.”

P&G’s decision not to market products itself, said P&G spokesperson Martha Depenbrock, “has to do with the strategic focus of the company, to focus on the big brands,
big countries, big customers.”

Moderator’s Comment: Is OT OverTime onto something with its new line of personal care
products targeted to boys between nine and 16? What do you think will determine the ultimate success or failure of these new products?

The size of the market isn’t the issue here but how many of those targeted will actually use the products. Today’s boys are much more fashion aware, it
seems to us, than we were at the same age, so we’re not about to throw cold water on this idea.
George
Anderson – Moderator

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