The battle for the bathroom rages on, and Procter & Gamble (NYSE: PG) is getting washed out. A report by Bloomberg Intelligence cites market research data from IRI showing the personal care products giant lost substantial market share between July and September, while rival Johnson & Johnson (NYSE: JNJ) maintained its status as the leader.

Last month, Procter & Gamble reported that in its fiscal 2016, sales fell 8% year over year to $65.3 billion, though most of that decline was due to unfavorable currency exchange rates and, to a lesser extent, because it divested assets in Venezuela as the country devolved into chaos under the presidency of Nicolas Maduro. Organic sales actually rose 1% year over year.

Still, the consumer products maker is facing stiff competition on a number of fronts. Where P&G reported quarterly organic sales growth of 2%, Johnson & Johnson was able to report 4% growth globally.

Bloomberg said the IRI data showed P&G's market share in the U.S. skin-care market fell from 14.2% in July to 12.7% in September while J&J's share remained largely unchanged at 28.6%. It also noted that P&G's razor blade sales fell 10% in the four-week period ending Sept. 11, a period during which it lost ground in laundry care, too.

Competition in the razor business has become particularly acute. Although P&G's Gillette brand sells some $20 billion worth of blades annually, the upstart Dollar Shave Club has swiftly grown into a $200 million business -- enough to attract the attention of Unilever (NYSE: UL), which signed a deal to buy the mail-order razor company for $1 billion in July. Procter & Gamble was worried enough about DSC and its knockoff rivals like Harry's and Bevel that it started its own competing subscription based service last year, called Gillette Shave Club.

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Rich Duprey has no position in any stocks mentioned. 

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