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ENERGIZER HOLDINGS, INC. 2008 Annual Report 5
This facility will give us an alternative half way around the globe to provide advanced lithium batteries to the
rest of the world as we develop that business. We anticipate the plant will be in production by the end of 2009.
Energizer® Rechargeable® remains the top-selling brand in nickel-metal hydride round cell batteries with
leading-edge rechargeable technology and a broad range of innovative charging solutions.
Premium and price batteries. Premium batteries account for over half of category sales, and our flagship
Energizer® MAX® alkaline batteries boast strong brand equity and deliver dependable, long-lasting power for
everyday devices like flashlights, calculators and basic television remotes. Our price batteries – Eveready®
carbon zinc and Eveready® Gold® alkaline – provide value-conscious consumers with affordable, reliable
performance in less-demanding devices.
Specialty batteries. Energizer offers a broad line of specialty batteries designed for small electronic
devices such as hearing aids, watches, calculators, cameras, toys and more. Nearly two decades after
Energizer became the first manufacturer to remove mercury from household batteries and after extensive
development and testing, we recently introduced mercury-free hearing aid batteries in the U.S. market.
Better for consumers and the environment, Energizer® Zero Mercury™ hearing aid batteries offer high
performance equal to the batteries they replace.
Lighting products. Battery-operated flashlights and lanterns are increasingly migrating from traditional
incandescent bulbs to LED technology, and Energizer continues to lead this shift. We offer a full range of
innovative lighting solutions, including our popular headlight line that allows users to keep their hands free
and focused on their activity. The new high-intensity, Energizer®1 Watt Headlight delivers a bright viewing
field with a 1-watt white LED spot, flood light with two white LEDs and night vision with two red LEDs.
Reflecting our trade-up strategy, the average unit price of our lights has doubled since 2001.
PERSONAL CARE
With established brand names across a diverse array of consumer products, the Personal Care Division
significantly contributed to company growth and profitability last year. Following a consistent strategy of
innovating to drive consumer trade-up, expanding geographic distribution and minimizing overhead to fund
advertising and promotion, SWS sales surpassed the $1 billion milestone last year, fueled by 18 percent
combined sales growth for the Quattro® and Intuition® franchises. Since acquiring the wet shave business
in 2003, we have expanded SWS sales from approximately 80 countries to 140 countries today, with sales
climbing from $625 million to nearly $1.1 billion in fiscal 2008. Founded over 75 years ago, Playtex Products
introduced its popular living gloves in 1954, followed by its first infant feeding product in 1960 and its first
plastic applicator tampon in 1968. With sales exceeding $770 million in fiscal 2008, Playtex today offers
consumers a broad portfolio of leading brands in the infant care, feminine care and skin care categories.
Energizer® Max®
Energizer® Max®, the latest
generation of our popular
flagship alkaline brand,
delivers dependable,
long-lasting power for the
devices consumers use
daily – from toys and
games to flashlights,
remote controls and
smoke detectors.
Energizer® Zero
MercuryTM
More than two years
ahead of the industry
commitment to eliminate
mercury from button cell
batteries, Energizer has
begun replacing its current
high-performing hearing
aid batteries with equally
performing Energizer®
Zero MercuryTM, the
world’s first mercury-free
hearing aid battery.
FPO
Weather Ready®
Lantern
Part of a hard-working
line of preparedness/emer-
gency lights, the Energizer®
Weather Ready® 100 Hour
LED Area Lantern boasts
12 LEDs to light an entire
room for over three weeks
on a single set of batteries,
based on five hours of use
per day using Energizer®
alkaline batteries.