Energizer 2004 Annual Report Download - page 9

ENR 2004 Annual Report 7
Razors and Blades
Product Portfolio Keeps Going
SWS’ portfolio of products has earned a well-deserved reputation for high
quality and innovation in shaving technology for more than three quarters of a
century. SWS competes globally with leading brands in all three segments of
the wet share category: men’s systems, women’s systems and disposables.
Men’s Systems. Schick
®
QUATTRO
®
, the world’s first four-bladed razor, was
launched in September 2003 and is currently selling in most major markets
where SWS operates. As one of the most technologically advanced razors on
the market, QUATTRO
®
is bringing excitement to men’s grooming and helping
to drive growth in the $2 billion U.S. razor/blade category. During 2004, we
introduced QUATTRO
®
Midnight™featuring a new sleek, dark razor design
appealing to younger consumers, plus a new soft, ripple grip for comfort,
precision and control.The launch is being supported with a full marketing
plan including print and television advertising and in-store merchandising.
Our other key brands in men’s systems include the Xtreme 3
®
, SWS’ first
triple-bladed system introduced in 2002, and Protector
™
, which is primarily
marketed internationally.
Women’s Systems. Schick
®
Intuition
®
, the first all-in-one razor that lathers
and shaves in one easy step, was introduced in April 2003 and then rolled out
Schick-Wilkinson Sword (SWS), acquired by
Energizer in March 2003, ranks as the world’s
second largest manufacturer and marketer of
wet shave products for men and women with two
globally recognized brands. Among the fastest-
growing consumer product segments, the wet shave
market is characterized by a limited number of
manufacturers, high consumer loyalty and the
ability to improve pricing through innovation.
to selected international markets.This innovative women’s shaving system
features a triple-blade cartridge surrounded by a unique aloe and vitamin-
enriched Skin Conditioning Solid™that smoothes and soothes with every
stroke and eliminates the need for shave gel, soap or body wash. Available
in Normal to Dry and Sensitive Skin formulas, we introduced the Intuition
®
Cucumber Melon fragrance in March 2004, which combines the refreshing
light fragrance of cucumbers and melons with soothing aloe, rich cocoa butter
and skin-nourishing vitamin E.
Other key brands in women’s systems include Silk Effects
®
Plus in North
America and Lady Protector
™
in international markets.
Disposables. Schick
®
Xtreme 3
®
, introduced in 2000, is the first disposable
with three blades that flex and pivot for closeness and maximum blade contact.
In addition, Xtreme 3
®
contains a ComfortStrip™that provides lubrication so
blades glide easily. Xtreme 3
®
is the No. 1 triple-blade disposable razor on the
market and includes popular line versions with aloe for sensitive skin and with
vitamin E for women.
Schick
®
ST
®
Slim Twin features unique versions for specific shaving needs,
including ST
®
Sensitive with vitamin E, ST
®
for Women™with aloe, ST
®
for
Men with beard softening strip and ST
®
Regular.
Global Sales Keep Growing
The Razors and Blades segment, consisting of worldwide sales of razors,
blades and related products, contributed 31 percent of sales and 17 percent
of segment operating profit for its first full year as part of Energizer. Segment
sales and operating profit for fiscal 2004 were $868.1 million and $85.7 mil-
lion, respectively.
SWS markets products in over 100 countries worldwide, primarily in the
United States, Europe and Japan.To meet growing global demand, we
operate four production facilities strategically situated in China, Germany,
the United States and Venezuela, plus a specialized sword production facility
in the United Kingdom.
At Schick-Wilkinson Sword we take great pride in our heritage – a history of outstanding
product design, innovation and quality. Drawing on this legacy, we always strive to exceed the
high expectations of our loyal consumers for outstanding products, and we value the trust and
confidence of our trade partners.
JOSEPH E. LYNCH, PRESIDENT AND CHIEF EXECUTIVE OFFICER, SCHICK-WILKINSON SWORD