PG Procter and Gamble Co

By Austen Hufford

Procter & Gamble Co. (PG) said Thursday that it would sell its Christina Aguilera perfumes business to beauty-products seller Elizabeth Arden Inc. (RDEN) as it continues to dismantle its beauty business.

Last July, Procter & Gamble agreed to sell its beauty business for about $12.5 billion to Coty Inc. In January the consumer-staples giant said Italian fashion house Dolce & Gabbana, whose fragrances have been marketed and sold by P&G for a decade, and its Christina Aguilera perfumes business wouldn't be part of the deal because an agreement couldn't be reached in time. In January P&G said it was still planning on exiting the perfume business.

Procter & Gamble decision to take apart its beauty business that it aggressively built a decade ago, giving up on areas like salon products and designer perfumes, signaled a move back towards focusing on boosting sales of Tide detergent, Pampers diapers and other mainstays.

Elizabeth Arden now gets recording artist Christina Aguilera's fragrance company, which is the number one celebrity fragrance brand in Europe. According to the perfume's website, its scents are available at Perfumania, Walmart and Kohl's.

Further details of the transaction were not disclosed. The deal is expected to close in the first quarter of 2017, subject to customary closing conditions.

Write to Austen Hufford at austen.hufford@wsj.com

(END) Dow Jones Newswires

May 12, 2016 07:06 ET (11:06 GMT)

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