Gillette
2005
$57.0B
Why
Acquired the world's leading razor and grooming company to add a dominant male personal care franchise to P&G's portfolio, which was historically skewed toward female and household consumers.
Impact
Made P&G the world's largest consumer goods company at the time and added Gillette, Braun, Oral-B, and Duracell (later divested) to the portfolio. Gave P&G dominance in grooming with 70%+ global razor market share.
Outcome
Gillette remains P&G's premium grooming brand, though market share has eroded from 70%+ to approximately 50% due to disruption from Dollar Shave Club and Harry's.