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Procter & Gamble is set to review marketing for all its Clairol

brands following their proposed purchase from Bristol-Myers Squibb for

pounds 3.4bn.

The acquisition has put the incumbent agency for Clairol in the UK,

Banks Hoggins O'Shea FCB, on alert. P&G's other haircare brands are

handled by its roster agencies: Pantene is held by Grey, Head &

Shoulders by Saatchi & Saatchi and Vidal Sassoon and Wash & Go by Leo

Burnett.

According to a P&G spokeswoman, each new brand will be assessed

depending on "consumer appeal and strategic fit" and advertising

agencies will be chosen based on what best suits the P&G business.

The Clairol range includes colorant brands Nice 'n' Easy, Natural

Instincts, Miss Clairol and Hydrience and hair care products Herbal

Essences, Aussie and Infusium.

P&G hopes the purchase will give it a jump-start in the growing hair

colouring sector and boost sluggish sales across its product range.

Although P&G stated that "the experience and knowledge of Clairol

employees will be needed in several areas", it is not yet known whether

marketing director Tim Perman will join P&G.

For Bristol-Myers Squibb, the sale is the latest step in its strategy to

focus on pharmaceuticals as its main growth driver, which was announced

in September 2000.

Charles Borgognoni, director of corporate affairs at Bristol-Myers

Squibb, declined to comment on the fate of Clairol employees, but said

they were several months from finalising the details of the deal.

According to analysts, P&G may have to satisfy regulatory requirements

before the deal is officially closed.