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<ul class="summary-list"><li>The following is an <keyword id="1591634" type="PERSON" weightage="60" keywordseo="Excerpt">excerpt</keyword> from "<a href="https://www.amazon.com/Hype-Handbook-Indispensable-Propagandists-Self-Promoters/dp/126047013X/ref=sr_1_1?crid=14ZUR1GAC1DGS&amp;dchild=1&amp;keywords=the+hype+handbook&amp;qid=1602786925&amp;sprefix=the+hype+handbook%2Caps%2C154&amp;sr=8-1aps%2C154&amp;sr=8-1">The Hype Handbook: 12 Indispensable Success Secrets From the World's Greatest Propagandists, Self-Promoters, Cult Leaders, Mischief Makers, and Boundary Breakers.</a>"</li><li>In it, author Michael F. Schein writes that people are uncomfortable with the natural messiness of human behavior and will pay a lot to feel as if they have a method to control chaos.</li><li>If you use a brand of scientific hype — purporting data and certainty — people will be drawn to believe you and see your work as credible.</li></ul>There are few accolades more prestigious in higher education than a master of business administration from <keyword id="70846" type="ORGANIZATION" weightage="60" keywordseo="Harvard-Business-School">Harvard Business School</keyword>. Its alumni have filled the C-suites and corporate boards of America for more than a century. As the first postgraduate business school, HBS is the template for every MBA program that followed.The principles on which the Harvard Business School curriculum is based come directly from the ideas of turn-of-the-20th century thinker and writer Frederick Winslow Taylor - the originator of a discipline called "scientific management."<div type="image" title="Schein_Cover_withquote" height="2766" width="1889" msid="80425720" hostid="261"></div>In a series of lectures delivered from the study of his mansion in Chestnut Hill, Pennsylvania (later captured in his book The Principles of Scientific Management), Taylor told his devoted listeners the story of a machine shop that had hired him to advise the shop during the early days of his career. While there, he hit upon a method of using mathematical analysis and behavioral engineering to dramatically improve the efficiency of the company's pig iron loading operation.His findings would go on to form the basis of a revolution in industrial organization. Moreover, the idea that you could manipulate the messy province of human behavior through precise measurement and strict control was irresistible to those tasked with educating future captains of industry.Taylor explained increases in productivity with formulas such as B 5 (p 1 [a 1 b 1 d 1 f 1 distance hauled/100 3 (c 1 e)]27/L) (1 1 P)*. He presented instructions for how managers should interact with their workers in terms of unalterable principles having more in common with Newton's laws of thermodynamics than with the gut-based decision-making that had preceded him. He kept his rules and stories exactly the same from meeting to meeting and lecture to lecture.To this day, much of what is taught about industrial production is based on what Frederick Taylor put forth. However, almost all of the broad, scientific principles he presented as ironclad facts were based on nothing more than a single, non reproducible example.Even the quickest deep dive into Taylor's "scientific management" would have revealed inconsistencies betraying a complete lack of true scientific method to anyone who might have cared to ask. Yet for the longest time, no one ever really did. Why? Because he unfailingly used a brand of scientific hype consisting of two equally balanced parts - data and certainty. In the words of Matthew Stewart, who relates this story in his book The Management Myth, "Frederick Winslow Taylor told the pigiron story so often and so well that ... critics and sympathizers alike simply assumed it was true. But it was not." Read more: <a href="https://www.businessinsider.com/how-to-write-and-deliver-effective-virtual-presentations-2020-9">How to write and deliver effective virtual presentations, according to a former television anchor and communication expert</a>The real world - especially when it comes to human behavior - is messy, and this is uncomfortable for many people. Formulas, laws, and unchanging principles allow people to feel they have a bulwark against this chaos, and they will pay a lot for this feeling.Frederick Taylor's success didn't come about because his ideas were unsubstantiated but, rather, in spite of it. If you are struggling to gain traction around a legitimate new idea, business, or cause, elements of his <keyword id="6363690" type="UNKNOWN" weightage="100" keywordseo="Strategy">strategy</keyword> will prove useful in your mission to stand out and build momentum.<div type="image" title="Michael F. Schein Headshot" height="2843" width="3790" msid="80425721" hostid="261"></div>Always speak with complete certainty. Present your ideas as if they were truths on par with the theory of relativity. Use numbers. Find relevant statistics and cite them publicly whenever possible. Today, the internet allows you to access and compile real data from the widest variety of sources. Surround your claims with well-researched credibility signals, and you'll be able to create the Frederick Taylor effect on behalf of something real.Throughout my research on hype, I have discovered hype artists who have used scientific lingo to get people to accept what they offered without question. I have also examined entrepreneurs who have found credibility in uncommon places and used it to persuade people to give them a chance. To be sure, in a digitally enhanced world where blatantly false claims can be uncovered in no time, pure deceit will only subvert your goals. Fortunately, even the most upright businesspeople and creators can use the underlying principles of hype artists at every stage of their careers. Dig deep and find exalted words for everyday things. Look for opportunities in areas in which you can see details that members of your potential audience cannot. And always remember that credibility is in the eye of the beholder. It is up to you to shape how you are beheld.Putting it into practice<ul><li>Instead of using jargon that other people have come up with, create your own. Use it whenever possible. Doing this will convey instant expertise.</li><li>Take your most important concepts and develop 10 punchy statements that each start with an action verb.</li><li>Use numbers. Research statistics and cite them publicly. Refer to mathematical formulas. Talk about data. Even just using the word "data" will provide much of the desired effect.</li></ul>Excerpted from "The Hype Handbook: 12 Indispensable Success Secrets From the World's Greatest Propagandists, Self-Promoters, Cult Leaders, Mischief Makers, and Boundary Breakers, in agreement with McGraw Hill." Copyright © Michael F. Schein 2021.Michael F. Schein is the founder and president of MicroFame Media, a marketing agency that specializes in making idea-based companies famous in their fields. Some of his clients have included eBay, Magento, LinkedIn, The Medici Group, Ricoh, and Citrix. His book <a href="https://www.amazon.com/Hype-Handbook-Indispensable-Propagandists-Self-Promoters/dp/126047013X/ref=sr_1_1?crid=14ZUR1GAC1DGS&amp;dchild=1&amp;keywords=the+hype+handbook&amp;qid=1602786925&amp;sprefix=the+hype+handbook%2Caps%2C154&amp;sr=8-1aps%2C154&amp;sr=8-1">The Hype Handbook: 12 Indispensable Success</a> <a href="https://www.amazon.com/Hype-Handbook-Indispensable-Propagandists-Self-Promoters/dp/126047013X/ref=sr_1_1?crid=14ZUR1GAC1DGS&amp;dchild=1&amp;keywords=the+hype+handbook&amp;qid=1602786925&amp;sprefix=the+hype+handbook%2Caps%2C154&amp;sr=8-1aps%2C154&amp;sr=8-1">Secrets From the World's Greatest Propagandists, Self-Promoters, Cult Leaders, Mischief Makers, and Boundary Breakers</a>, published by McGraw Hill, is currently appearing where books are sold.

How to send the right credibility signals in order to shape people's perceptions of you and your work, according to a 'hype' expert

In 2023, the hottest celebrity destination was Splitsville.From <a target="_blank" href="https://www.insider.com/kevin-costner-christine-baumgartner-relationship-timeline-marriage-divorce-2023-5">sordid endings of decadeslong unions</a> to breakups that were <a target="_blank" href="https://www.insider.com/joe-jonas-sophie-turner-confirm-divorce-united-decision-2023-9">definitely not as amicable</a> as their joint statements insisted, celebrities and the tabloids worked overtime this year to craft narratives about a <a target="_blank" href="https://www.insider.com/messy-celebrity-divorce-return-trendy-sofia-vergara-ariana-grande-2023-7">slew of high-profile divorces</a>. (If you're Will Smith and Jada Pinkett Smith, though, <a target="_blank" href="https://www.insider.com/jada-pinkett-smith-will-smith-separation-pr-strategy-experts-2023-10">just don't use the D-word</a>.)Breaking up is hard for anyone to do. But breaking up gracefully (and advantageously) while the world is watching requires shrewd strategizing — and plenty of cash. You need to not only find the right divorce attorney but make sure you look great (or at least not like a monster) amid the often messy dissolution of a marriage.Here's how to do it right every step of the way, according to attorneys and publicists to the stars.<h2>Step 1: Find a lawyer</h2>Your legal guide to singledom will most likely charge a pretty penny — many pretty pennies per hour, in fact. Use this primer to ensure the investment is worth it.<h3>The Girlboss: Laura Wasser Wasser, Cooperman &amp; Mandles</h3><div type="image" title="&quot;I say to clients all the time, the more you argue, the more conflict there is, the more I get paid. I drive a Porsche. I'm wearing Alaïa. I'm good. Let's work this out and get you through this.&quot;" height="4000" width="4800" msid="105939820" hostid="261"></div>One of the best-known divorce lawyers in Hollywood, Wasser is widely believed to be the inspiration for Laura Dern's character in the 2019 drama "Marriage Story." Dubbed "The Disso Queen" for her skillful approach to the dissolution of unions, Wasser keeps her legal prowess separate from her private life. "Look, I have two kids with two different dads. I was married once for about five minutes," she <a target="_blank" href="https://people.com/who-is-laura-wasser-celebrity-divorce-attorney-7644687">told People</a>. "I'm not the best person to ask about relationship advice."Celebrity clients: Kevin Costner (divorcing Christine Baumgartner), Britney Spears (divorcing Kevin Federline), Angelina Jolie (divorcing Brad Pitt), Joe Manganiello (divorcing Sofía Vergara), Kim Kardashian (divorcing Ye), and Ariana Grande (divorcing Dalton Gomez).<div type="image" title="Kevin Costner, Britney Spears, Angelina Jolie, Joe Manganiello, Kim Kardashian, Ariana Grande" height="1600" width="4800" msid="105939821" hostid="261"></div><h3>The Realist: Neal Hersh Hersh Mannis</h3><div type="image" title="&quot;Some things are worth fighting about. Some things aren't. If you're arguing about children, that's a righteous kind of fight. If you're arguing about pots and pans, that's absurd.&quot;" height="4000" width="4800" msid="105939822" hostid="261"></div>Hersh, a founder of Hersh Mannis, is no stranger to high-profile divorces, but he's <a target="_blank" href="https://www.swlaw.edu/alumni-students/neal-hersh-76">said</a> that being a lawyer to the stars isn't all that glamorous: "The clients are celebrities. Our work is the same no matter who we're working for."Celebrity clients: Sam Asghari (<a target="_blank" href="https://www.tmz.com/2023/08/16/sam-asghari-files-divorce-britney-spears-prenup/">divorcing Britney Spears</a>), Pamela Anderson (divorcing Kid Rock), Brad Pitt (divorcing Jennifer Aniston), and Halle Berry (divorcing Eric Benét).<div type="image" title="Sam Asghari, Pamela Anderson, Brad Pitt, Halle Berry" height="1600" width="4800" msid="105939823" hostid="261"></div><h3>The Seen-It-All: Marilyn Chinitz Blank Rome</h3><div type="image" title="&quot;You look back and think, wow, this is like a movie! There isn't a story I haven't heard.&quot;" height="4000" width="4800" msid="105939824" hostid="261"></div>Chinitz is known for going to extreme lengths for her clients — one case required her to <a target="_blank" href="https://parkmagazineny.com/marilyn-chinitz-top-divorce-lawyer/">obtain a prenup</a> from a safe-deposit box in the World Trade Center that had melted during the 9/11 attacks. She even helped <a target="_blank" href="https://www.blankrome.com/cases-and-deals/blank-rome-attorneys-secure-justice-murder-shele-danishefsky-covlin">uncover the murder</a> of a woman who died under suspicious circumstances amid a contentious divorce.Celebrity clients: Tom Cruise (divorcing Katie Holmes), Wendy Williams (divorcing Kevin Hunter), the former White House communications director Anthony Scaramucci (divorcing Deidre Ball when she was <a target="_blank" href="https://pagesix.com/2017/09/26/anthony-scaramucci-drops-bid-for-paternity-test/">nine months pregnant; </a>they later reconciled), and Michael Douglas (divorcing his first wife, Diandra Luker).<div type="image" title="Tom Cruise, Wendy Williams, Anthony Scaramucci, Michael Douglas" height="1600" width="4800" msid="105939826" hostid="261"></div><h3>The On-Call: Nancy Chemtob Chemtob Moss Forman &amp; Beyda</h3><div type="image" title="&quot;When people are going through a divorce, most problems don't happen Monday through Friday from 9 to 7 … I usually get a call every Sunday from someone who's in crisis.&quot;" height="4000" width="4800" msid="105939827" hostid="261"></div>Chemtob's Zen-like approach to life came as a necessity — her current husband insisted she learn to meditate when they started dating to help with the trauma from her own "<a target="_blank" href="https://www.nytimes.com/2022/06/17/nyregion/nancy-chemtob-celebrity-divorce.html">horrific</a>" divorce. Needless to say, she empathizes with her clients. "I always tell my clients, 'If you need to speak with me, call me anytime,'" she told The New York Times.Celebrity Clients: Star Jones (divorcing Al Reynolds), Bobby Flay (divorcing Stephanie March), Mary-Kate Olsen (divorcing Olivier Sarkozy), and Tory Burch (divorcing Christopher Burch).<div type="image" title="Star Jones, Bobby Flay, Mary-Kate Olsen, Tory Burch" height="1600" width="4800" msid="105939828" hostid="261"></div><h3>The Hush-Hush: Kristina Royce Blank Rome</h3><div type="image" title="&quot;You need to approach marriage with the same level of transparency, authenticity, and communication as you would in business.&quot;" height="4000" width="4800" msid="105939830" hostid="261"></div>Royce's philosophy is to keep things as confidential as possible. The Blank Rome partner has estimated that <a target="_blank" href="https://www.thecut.com/2023/03/how-rich-people-get-divorced-in-secret.html">95% of her cases</a> were settled through mediation alone.Celebrity clients: Channing Tatum (divorcing Jenna Dewan), Elizabeth Chambers (divorcing Armie Hammer), Forest Whitaker (divorcing Keisha Whitaker), and Arnold Schwarzenegger (divorcing Maria Shriver).<div type="image" title="Channing Tatum, Elizabeth Chambers, Forest Whitaker, Arnold Schwarzenegger" height="1600" width="4800" msid="105939831" hostid="261"></div><h2>Step 2: Craft your divorce statement</h2>With a lawyer hired, it's time to round up your public-relations and crisis-management teams to strategize on going public with the news.Melanie Parncutt, a publicist at <a target="_blank" href="https://otterpr.com/about-us/meet-melanie-parncutt/">Otter PR</a>, said the key is ensuring everyone's messages are cohesive and align with the celeb's personal and professional brand values."Your statement should tell a story of your commitment to transparency, respect, and a peaceful resolution, providing a glimpse into the person behind the public persona," Parncutt told Business Insider.She said <a target="_blank" href="https://www.insider.com/joe-jonas-sophie-turner-confirm-divorce-united-decision-2023-9">Sophie Turner and Joe Jonas' joint statement</a> posted on Instagram in September accomplished most of this. "The words that are really powerful here are 'mutually,' 'amicably,' and then also 'respect our wishes for privacy for us and our children.' Those are things that should always be included in a divorce statement," Parncutt said. "It's talking about them, togetherness, it's presenting a united front, and it's also emphasizing a peaceful resolution."Parncutt said it was also wise that the couple acknowledged the "many speculative narratives" circulating before their official announcement. "If they didn't address this, it could be seen as if they're hiding something," she said.<a target="_blank" href="https://nycdivorcelawyer.com/about/">Jacqueline Newman</a>, a managing partner at Berkman Bottger Newman &amp; Schein, told BI both parties' releasing a joint statement is the ideal scenario. "If they didn't put it out together, that's making a major statement, and I think their PR agents would kill them," she said.Parncutt added that joint statements also help stop the press from taking sides or speculating about who's at fault. "If one person decides to release a statement and the other person decides to go silent, this is just going to give the media a field day for speculation," she said. "Utilizing a joint statement doesn't leave any room for confusion."<div type="image" title="An illustration of a divorce statement" height="2000" width="2000" msid="105939832" hostid="261"></div>But not every famous couple goes that route.After Kevin Costner's ex-wife Christine Baumgartner <a target="_blank" href="https://www.insider.com/kevin-costner-christine-baumgartner-relationship-timeline-marriage-divorce-2023-5#in-may-2023-baumgartner-filed-for-divorce-from-costner-after-18-years-of-marriage-10">filed for divorce in May after 18 years of marriage</a>, citing "irreconcilable differences," Costner's team released a separate <a target="_blank" href="https://www.hollywoodreporter.com/lifestyle/lifestyle-news/kevin-costner-wife-christine-baumgartner-divorce-1235478688/">statement</a>."It is with great sadness that circumstances beyond his control have transpired which have resulted in Mr. Costner having to participate in a dissolution of marriage action," the statement read. "We ask that his, Christine's, and their children's privacy be respected as they navigate this difficult time."The three lawyers BI spoke with speculated that this likely wasn't the outcome Costner wanted."My read between those lines is he wanted to stay married to her and she decided to end it. And that's what's 'beyond his control,'" said Scott Weston, a partner at <a target="_blank" href="https://www.foxrothschild.com/scott-n-weston">Fox Rothschild</a> who represents high-net-worth athletes, entrepreneurs, and Hollywood A-listers."He tried to make it work. Maybe they went to counseling, maybe he begged her to stay together, and she's just like, 'I'm done,'" he added.Newman said Costner came across as "a wounded bird" who was making more of a statement to his ex than to the world.CiCi Van Tine, an attorney at <a target="_blank" href="https://www.davismalm.com/people/carolyn-cici-van-tine/">Davis Malm</a>, said the statement's impersonal nature stood out to her."Just the methodology of putting it in the third person about Kevin as opposed to it being Kevin felt problematic to me. It felt cold and problematic," Van Tine told BI."It just was not a great statement," she added. "I think everybody reading it can tell he either didn't want the divorce or he didn't know what was coming, or he was fine with the divorce but didn't like how it was filed."Weston said that while the language in divorce statements can be interpreted in many ways, the one thing that means very little is "irreconcilable differences." The phrase mentioned in many high-profile divorce announcements — including <a target="_blank" href="https://www.insider.com/britney-spears-sam-asghari-divorce-separation-wedding-2023-8">Britney Spears and Sam Asghari's</a> and <a target="_blank" href="https://www.tmz.com/2023/09/18/ariana-grande-files-divorce-split-dalton-gomez-ethan-slater/">Ariana Grande and Dalton Gomez's</a> — is a box that gets checked on a form."I always kind of chuckle when I see that, because it's not the parties, it's just the media saying they're looking at a court form," Weston said.Jonas' statement that his marriage to Turner was "<a target="_blank" href="https://www.insider.com/joe-jonas-and-sophie-turner-divorce-after-four-year-marriage-2023-9">irretrievably broken</a>" wasn't carefully crafted by a PR team either. Florida, where Jonas filed, is a no-fault divorce state: saying a marriage is "irretrievably broken" is <a target="_blank" href="https://www.flsenate.gov/Laws/Statutes/2022/61.052">the only reason</a> one needs to list as grounds for divorce.When asked where the phrasing originates, Newman said the language comes from a legislator, but more importantly, from "somebody who really has no sensitivity at all."<h2>Step 3: Manage your image</h2>Crafting a divorce statement and making the news of your separation public are just the beginning. Every lawyer BI spoke with said they advised their clients to lay low before and after their divorce becomes public knowledge."People are going to be looking at everything that you do, say, write, put on film, or photograph," Van Tine said. "If your marriage has only broken down last week and your spouse is a sympathetic figure, which most people are, even if you've grieved the loss of your marriage, don't be out in public with new ladies right away or new men right away. If there are custody issues, don't be constantly partying."Newman recommended that anyone going through a high-profile divorce consult with image managers and have confidentiality agreements in place."Especially if you have one person who might be in the public eye and the other person isn't, that is scary because you have somebody who might be very vindictive and angry and maybe more apt to want to go to the press," she said. "And if you are representing the person who is in the public eye, it's very important to keep things out of the public eye. The other person may not feel the same way, and they know that they have that element of threat. And so that's always a nerve-racking situation."Newman added that having children involved is often a major reason to keep a divorce low-profile."I don't care how old your kid is, one day they're going to read, and usually there's enough stuff that's printed about celebrities that's not true," she said. "I stress very much that you owe it to your kids to keep it quiet and to handle this with dignity, no matter how angry you might be."Celebs should also be cautious about posting on social media to ensure their actions won't harm the divorce proceedings."Don't go onto Facebook and talk about what an asshole you think your husband is," Van Tine said. "Don't do stuff that if a judge is going to look at it; it's going to make you look bad."It's also important to ensure your inner circle stays silent. Parncutt, the publicist, suggested that any friend or acquaintance who knows enough about the situation or who could have information that could damage the celeb's reputation be contacted and advised on how to speak to the media."It's human nature for close friends to speak up when they sense injustice or imbalance. However, it's critical that they don't share personal insights with the public," she said. "Even well-intentioned comments can spark rumors and sensationalism. Media outlets often turn to close friends for an inside scoop, and one careless comment can trigger a storm."Legal and PR teams know their clients aren't always going to listen to their advice. And celebs often can't go off the grid completely — that's not always advisable anyway.If you're a big public figure, Parncutt said, "people are going to notice if you go mute." She added: "I think that posting some more casual photos just so people know that you're alive and you're well will make it known that you're not hiding."Parncutt said that while it's not always a smart strategy to ignore the elephant in the room, "it is a good strategy to make sure that the only topic of conversation isn't the negative one in the spotlight."Liza Anderson, the founder of <a target="_blank" href="https://andersongrouppr.com/">Anderson Group PR</a>, said that when it comes to shaping a narrative about a celebrity's divorce, it's worth remembering a picture is worth a thousand words."Before, the only pictures that would make headlines would be a picture of you cheating on your spouse," she said. "Now it's '<a target="_blank" href="https://pagesix.com/2023/09/06/joe-jonas-ditches-wedding-ring-dines-with-daughters-after-filing-for-divorce-from-sophie-turner/">I'm the perfect parent</a>, and here I am with the stroller having dinner or lunch.' Let's call the paparazzi."So don't be too surprised when you see <a target="_blank" href="https://www.teenvogue.com/story/taylor-swift-sophie-turner-hung-out-together-after-joe-jonas-divorce-news">Sophie Turner out and about with her bestie Taylor Swift</a> or <a target="_blank" href="https://people.com/shirtless-jeremy-allen-white-breaks-a-sweat-post-workout-7564051">Jeremy Allen White posing shirtless</a> soon after separating from his ex. Those kinds of photos are usually planned, publicists said.<div type="image" title="A couple getting their photo taken" height="2000" width="2000" msid="105939833" hostid="261"></div>"If Taylor Swift doesn't want to be seen, she will simply not be seen. There are back alleys to any place," Emma Telesca, a senior publicist at Anderson Group PR, told Business Insider. "When there is a pap shot, they basically want it, especially if there are 50 cameras. Somebody was called for sure."Even if the celebrity didn't call the paparazzi themselves, they're still in the public eye. "They're being watched at all times," Parncutt said."Even if they're going to grab a bagel or a coffee and they don't have their ring on, that's going to cause so much speculation. They have to be aware that at any moment what they're doing could be turned into a news story."Read more about the year of celebrity divorce:<ul><li><a target="_blank" href="https://www.businessinsider.com/kevin-costner-divorce-christine-baumgartner-yellowstone-2023-12">Kevin Costner's divorce is so messy that it's worthy of its own TV series</a></li><li><a target="_blank" href="https://www.businessinsider.com/why-celebrities-are-getting-divorced-society-is-changing-2023-12">The divorce wave reflects major shifts in how we live</a></li></ul>

Divorce sucks. For rich and famous celebrities, it's even worse. 

<div class="KonaFilter image-container display-table"><div><div class="image on-image"><a href="http://www.flickr.com/photos/lookcatalog/8603860062/sizes/o/in/photolist-e7i2QS-82HnkT-4kcwKq/">lookcatalog via Flickr</a> Church &amp; Dwight, the maker of Trojan Condoms, is under attack from short-seller Spruce Point. </div></div></div><ul class="summary-list"><li>Spruce Point Capital issued a report saying it believes the stock price of Church &amp; Dwight, the maker of Trojan condoms, Arm &amp; Hammer baking soda, and several other consumer brands, is overvalued. Spruce Point has a short position in Church &amp; Dwight, and benefits if the shares fall.</li><li>The $270 million short-seller flagged the company's reliance on brick-and-mortar stores and declining sales in old and new brands, and said that it had paid too much for recent acquisitions. </li><li>Other brands owned by Church &amp; Dwight include hair removal cream Nair, cleaning material OxiClean, First Response pregnancy tests, and laundry detergent Xtra. </li><li><a href="https://www.businessinsider.com/prime">Click here for more BI Prime stories.</a></li></ul>A new report from short-seller Spruce Point Capital is targeting Church &amp; Dwight, the maker of Trojan condoms. Church &amp; Dwight, which also owns Arm &amp; Hammer baking soda, Nair hair removal cream, and pregnancy test kit First Response, has been active in M&amp;A since CEO Matthew Farrell took over in 2016.Acquisitions include a $1 billion deal for flossing technology Waterpik in 2017 - and Spruce Point called that a "significant" overpay. Spruce Point has taken a short position in Church &amp; Dwight, and benefits if the shares fall.Church &amp; Dwight also inked an agreement this year to buy FLAWLESS, another hair removal company. That arrangement includes $475 million in cash plus an earn-out, meaning the total price tag could balloon to $900 million in 12 months if sales targets are hit, a statement announcing the deal said.Church &amp; Dwight did not immediately respond to requests for comment.See more: <a href="https://www.businessinsider.com/zales-has-sales-problems-short-seller-says-2018-12">A short seller says the company that sells wedding rings to much of America is overvalued, and he's betting that Amazon will steal its business</a>Spruce Point Capital, the $183 million short-seller run by Ben Axler, notched solid returns in 2018. The firm made 24% in a year when most hedge funds lost money. Spruce Point's <a href="https://www.sprucepointcap.com/church-dwight-co-inc/">new report</a> argued that Church &amp; Dwight's stock price is 35% to 50% higher than where it should be. The company, according to the short-seller report, is too reliant on brick-and-mortar stores to sell its core products, many of which have been declining in sales - like Trojan condoms, OxiClean, and Xtra laundry detergent. Of the 11 long-term brands that Church &amp; Dwight has acquired since 2001, only Arm &amp; Hammer and dry shampoo-maker Batiste are considering to be trending up, according to Spruce Point. Spruce Point said that it believes shares of the company could fall to roughly $40-$52. Shares are currently trading around $76, down some 5% on the day.Spruce Point Capital has also targeted Pennsylvania-based grocery store chain Weis Markets, diabetes monitoring device-maker Dexcom, and Burlington Stores, which runs clothing retailer Burlington Coat Factory. The firm announced its first long position, in healthcare products distributor Henry Schein, in three years last summer. See more: <a href="https://www.businessinsider.com/craft-stores-michaels-faces-amazon-competition-2018-12">Arts-and-crafts retailer Michaels is under fire from a short-seller who says Amazon and Framebridge are threatening its framing business</a> <div class="margin-top"> <h3>NOW WATCH: <a href="https://www.businessinsider.com/taste-test-kfc-popeyes-fried-chicken-fast-food-2016-9">We did a blind taste-test of KFC and Popeyes fried chicken - here's the verdict</a></h3> <div> </div> </div>

$183 million short-seller Spruce Point is targeting the maker of Trojan condoms and Arm & Hammer baking soda

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