THE WHAT? Procter & Gamble is winding down its smart make-up device, Opte, according to a report published by Bloomberg. The brand is no longer accepting new orders or refill orders and subscriptions ended in January.
THE DETAILS The brand was among the first to emerge from the US FMCG giant’s dedicated P&G Ventures division in 2019.
THE WHY? As Bloomberg reports, the brand was something of an anomaly among P&G’s portfolio, with its ultra-premium price tag. Ventures is focusing instead on other brands including derma brand Bodewell.
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