Johnson buys Hipoglós of P&G

The American Johnson & Johnson (J&J) is the new leader of the market of creams against diaper rash. The position was reached after the purchase of the brand Hipoglós, rival Procter & Gamble (P&G). The deal was announced yesterday, without disclosure of values.
The acquisition involves only the brand Hipoglós and does not include factories or machinery. According to Johnson, the P&G will continue to produce the cream for up to two years. In a statement, the P&G reported that none of its employees in Brazil will be affected by the sale.
The transaction should be completed in the next four to six months, subject to regulatory approvals. The Brazilian anti-assadura creams is the largest in the world and grows at rates of 11% per year, according to data reported by Johnson, who operates in Desitin brand, leader in the United States.
The brand Hipoglós began to be marketed in the Brazilian market in 1939, initially manufactured by the laboratory Andromaco. Since 1986, belonged to the American P&G.
Overall, the P&G adopted a strategy of reducing the portfolio to simplify management and focus on more profitable products. Since the end of 2014, the company has disposed of assets as Duracell (batteries) and 43 brands of hair products, including Wella Koleston and Wellaton.