Colgate-Palmolive Acquires Tom’s Of Maine In $100 Mil. Deal
This article was originally published in The Tan Sheet
Colgate-Palmolive's planned acquisition of natural toothpaste marketer Tom's of Maine will establish the company as the only global oral care firm that serves the health and specialty trade channel, Colgate announced March 21
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Colgate agrees to purchase Hello Products direct-to-consumer oral care brand, complementing its Colgate brand and its Tom’s of Maine natural-positioned line. The firm will pay with a combination of cash and debt in the deal expected to close no later than the end of February.
Tom's of Maine's Naturally Dry Antiperspirant represents a misleading natural claim given that the product’s active wetness-control ingredient is an extensively processed aluminum salt, NAD says, siding with challenger Unilever. Colgate will appeal the decision, arguing that the claims at issue are subject to a 2015 court order and therefore the dispute falls outside of NAD’s jurisdiction.
Tom's of Maine's Naturally Dry Antiperspirant complies with FDA requirement that antiperspirants contain an aluminum salt-based active ingredient, but NAD says “naturally dry” misleads by implying that natural ingredients are responsible for product’s effectiveness. Brand owner Colgate also says an earlier class action settlement of "identical" ad claims precludes a NAD review.