Energizer 2005 Annual Report Download - page 9

high-performance features of the men’s
version in a razor built for the way women
shave. The four-bladed cartridge with two
conditioning strips pivots to follow body
contours. The fashionable fuchsia handle
is designed with multiple finger points to
address the common ways women grip
the handle.
Schick®Intuition®is the first and only
women’s razor that lathers, lubricates
and shaves simultaneously to soothe and
smooth with every stroke. This all-in-one
system features a triple-blade cartridge
surrounded by a Skin Conditioning Solid™
enriched with aloe, cocoa butter and vita-
min E. Initially available in normal to dry
and sensitive skin formulas, we added a
light, refreshing Cucumber Melon fragrance
in early 2004. Introduced domestically in
spring 2003, Intuition®is currently sold
in over 50 countries and has captured
a22 percent share of the women’s wet
shave category in its top eight markets.
SWS markets other key brands of women’s
shaving systems in selected global markets,
including Silk Effects®Plus with flexible
head and contoured rubber handle primarily
in North America and Lady Protector™
internationally.
Disposables
Schick®Xtreme 3®is the only disposable
with three blades that flex and pivot for
closeness and maximum blade contact.
The Xtreme 3®is designed with advanced
LiftBar™technology to help prevent razor
burnand features a ComfortStrip™with
skin smoothing conditioners for added
comfort, with a sensitive skin version with
aloe and a women’sversion with vitamin E
also available.
Schick®ST®Slim Twin features a slim
double-blade design, one-push cleaning
button and No Slip Rubber Grip™curved
and contoured handle. In addition to the
ST®Regular, other versions are available
with vitamin E for sensitive skin, with aloe for
women and with beard softeners for men.
Advertising and Marketing
The “Day & Night” TV campaign launched
in December 2004 introduced the
QUATTRO®Midnight®razor. The true test
of a great shave is how smooth a man is
at the end of the day. The advertising
brought this insight to life by presenting
QUATTRO®Midnight™as the razor that
keeps guys smooth into the night.
The “Get Your Own” campaign was launched
in April 2005 to introduce the QUATTRO®for
Women™razor. The advertising brings to life
the insight that women believe the best
razor technology has been reserved for men,
until the QUATTRO®for Women™.Its unique
position as the only high-performance razor
designed for women resonates strongly
with the female target.
The highly successful “Shaving Made
Simple” campaign continued running in
2005. It portrays humorous and relatable
vignettes of women’s struggles with the
multi-step, multi-product process of shav-
ing, and presents Intuition®as the only razor
that simplifies shaving in one easy step.
Global Markets and Sales
SWS operates four production facilities
strategically situated in China, Germany, the
United States and Venezuela. It markets
razors, blades and related products in more
than 110 countries around the world and
holds a 21 percent market share in its top
eight markets.
Fiscal 2005 sales for the Razors and Blades
segment climbed 7 percent to $930.8 mil-
lion and segment profit grew 37 percent to
$117.3 million, contributing 31 percent of
total company sales and 21 percent of total
segment profit.
Visit www.shaving.com for product details,
plus shaving tips, facts and history.
Lady Protector™ Intuition®Xtreme 3®Disposable Schick®ST®
ENR 2005 Annual Report 7
QUATTRO®for Women™Silk Effects®Plus