Energizer 2006 Annual Report Download - page 9

Schick-Wilkinson Sword (SWS) ranks as the world’s second
largest manufacturer and marketer of men’s and women’s
wet shave products. With two widely recognized personal
care brands, SWS competes successfully in all three
segments of the global wet shave category – men’s shaving
systems, women’s shaving systems and disposables. Our
worldwide sales continue to grow, fueled by the introduction
of innovative, high-performance shaving products and trading
up existing SWS users.
Men’s Shaving Systems
The SWS share of the U.S. men’s wet shaving systems market
has grown from 6 percent to 9 percent according to A.C.
Neilsen over the last three years, driven by the
success of our Schick®Quattro®wet shaving
system and subsequent line extensions.
The 2003 introduction of Schick®Quattro®
as the world’s first four-bladed men’s
wet shaving system was followed by the
2005 introduction of the battery-operated
Quattro®Power®, combining our advanced
four-blade technology with a vibrating head.
Quattro®Titanium, our latest refinement
launched in 2006, features improved blade
geometry with reduced blade spans and
a revolutionary titanium blade coating to
deliver the best Quattro®shave yet.
In selected global markets, SWS markets
other men’s shaving system brands, includ-
ing Xtreme 3®with a pivoting triple-blade
and Protector™.
Women’s Shaving Systems
Over the past three years, our total women’s w et shaving
system business has grown at a compounded annual growth
rate of 20 percent from 2003 to 2006 as SWS continues to
innovate with line extensions and enhancements to success-
ful products.
Building on the momentum of Schick®Intuition®, the all in
one razor that lathers, shaves and lubricates in one easy
step, we introduced the new Intuition®Plus™ in early 2006.
It features an improved ergonomic handle and pivoting
head for greater control and flexibility, plus a moisture-rich
shea butter formulation that delivers up to twice the moistur-
izing ingredients.
Following the introduction of Schick®Quattro®For Women®
in 2005, we launched Quattro®For Women®GO!™ in spring
2006. Delivering the same high-performance benefits as the
original, the new razor features a custom, compact translu-
cent travel case and a stylish periwinkle-colored handle.
SWS markets other popular women’s shaving system
brands in key markets worldwide, including Silk Effects®Plus
primarily in North America and Lady Protector™ internationally.
Disposables
Leveraging our established Schick®Xtreme 3®brand, intro-
duced in 2000 as the first three-bladed disposable razor that
flexes and pivots, we launched the Xtreme 3®Comfort Plus™
for Men and Women in early 2006. This improved product is
the only triple-blade disposable with pre- and post-shave
lubricants – pre-shave oil and aloe for men and shea butter
and aloe for women – for a close, more comfortable shave
compared to the original Xtreme 3® disposables.
Schick®ST®Slim Twin features a slim double-blade
design, one-push cleaning button and No Slip Rubber Grip
curved and contoured handle.
Advertising and Marketing
“Get Your Own,” the successful Quattro®For Women™ launch
campaign, continued running in 2006 and was subsequently
adapted to support the introduction of
Quattro®For Women®GO!™ The advertising
brings to life the insight that women believe
the best razor technology has been reserved
for men – until the Quattro®For Women®,
which is uniquely positioned as the only
high-performance razor designed for women.
Launched in March 2006 to introduce
Intuition®Plus™, the “Too Small” campaign
is an evolution from the successful “Shaving
Made Simple” campaign and continues to
show humorous and relatable vignettes of
women – now struggling in everyday scenar-
ios to use items that are too small for the
task at hand. The campaign focuses on the
moisturizing benefits of the Intuition®Plus™
by comparing its large skin moisturizing
solid to the significantly smaller moisturizing
strips on most competitive products.
The “Schick Shave Lab” campaign was launched in
July 2006 to introduce Quattro®Titanium – our most techno-
logically advanced razor system. In a humorous and irreverent
way, the multimedia print, television and Internet campaign
illustrates that the new Quattro®Titanium and the power
of four blades deliver the less irritating shave our target
consumer is seeking vs. the leading brand.
Global Markets and Sales
With four production facilities strategically located in
China, Germany, the United States and Venezuela, SWS
markets razors, blades and related products in over
125 countries around the world. At year-end, SWS held a
20.6 percent market
share in its top eight
markets.
With sales of $930
million in fiscal 2006,
segment profit grew
19 percent to $128
million, accounting for
30 percent of total
company sales and
22 percent of total
company profit.
Comparing the large skin
moisturizing solid on the
new Intuition®Plus™ to
competing products with
much smaller moisturizing
strips, the “Too Small”
advertising campaign
features humorous scenes
of women trying to use
undersized items to cope
with everyday situations.
INSIGHT:
SWS women’s shav-
ing system business
has achieved a
34%
value share of the
women’s segment.
ENR 2006 ANNUAL REPORT 7