Whole body deodorants boost P&G’s beauty segment in fiscal Q2 2025

By Julia Wray | Published: 24-Jan-2025

The FMCG giant’s overall sales growth was influenced by Greater China’s momentum towards recovery

Procter & Gamble (P&G) is on track to hit its full-year financial goals, following net sales of US$21.9bn in the three months ended 31 December, up 2% on the prior-year period.

Organic sales in the second quarter of the 2025 financial year – ignoring the impacts of foreign exchange and acquisitions and divestitures – increased 3%.

P&G’s beauty business’ organic sales grew 2%. 

Within this segment, the FMCG giant’s personal care brands performed especially well, with double-digit organic sales growth. 

This, said P&G, was due to a doubling-down on innovation, resulting in launches like its whole body deodorants across the Old Spice, Secret and Native brands. 

P&G’s hair care brands, including Head & Shoulders, Pantene and Aussie, enjoyed volume growth in North America, Europe and Latin America. 

However, volume declines in Greater China meant that the company’s hair category organic sales growth was only in the low single digits.    

Also under P&G’s beauty umbrella, skin care organic sales declined in the mid single digits as a result of volume declines. 

This was partially offset by high sales of the company’s super-premium SK-II brand.

P&G’s grooming business – encompassing Braun, Gillette and The Art of Shaving – enjoyed a 2% organic sales increase on Q2 2024. 

According to P&G, this was down to innovation-driven volume growth, slightly stymied by unfavourable geographic mix. 

Finally, P&G’s oral care brands, like Crest and Oral-B, which sit under its health care banner, saw organic sales increase in low single digits.

Geographically, the consumer goods Goliath is trending back towards growth in Greater China. 

Organic sales in the region were down just -3% in Q2 2025 on the prior year quarter. 

Whereas in Q1 2025, they were down -15% on the prior year quarter. 

The company described this as an encouraging momentum towards recovery. 

P&G’s Chairman of the Board, President and CEO, Jon Moeller, said: “We remain committed to our integrated growth strategy of a focused product portfolio of daily use categories where performance drives brand choice, superiority – across product performance, packaging, brand communication, retail execution and consumer and customer value – productivity, constructive disruption and an agile and accountable organisation. 

“This strategy has enabled our solid results and is a foundation for balanced growth and value creation.” 

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