Edgewell Personal Care

A target company's shares rising on a rejected bid usually means the market thinks a higher offer is coming, not that the board made the right call. Edgewell, which owns Schick and Wilkinson Sword, has been trading at a discount to Gillette-owner P&G for years on weaker brand investment and slower e-commerce execution. Whoever made the approach clearly saw the same gap. The board rejection either reflects a valuation disagreement of a few turns of EBITDA, or a genuine belief that the business is worth running independently, and the market is backing the former. Watch for a revised offer or a competing bid; the sector has seen enough consolidation logic in personal care to assume this does not end at the first no.