Energizer 2010 Annual Report Download - page 18

ENERGIZER HOLDINGS, INC.
(Dollars in millions, except per share and percentage data)
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The category is extremely competitive with competitors vying for consumer loyalty and retail
shelf space.
With the acquisition of the Edge and Skintimate shave preparation brands in fiscal 2009, we
added U.S. market leading shave preparation products to our wet shave portfolio.
SWS has gained recognition for its innovation and development of new products designed to
improve the shaving experience, including the introduction of the Intuition women’s system in
2003, a unique system incorporating a three-bladed razor surrounded by a skin conditioning
solid which lathers, shaves and provides extra moisture in one step. In 2003, SWS introduced
the Quattro men’s shaving system, the first four blade razor system for men. In 2010, SWS
introduced Schick Hydro, a new men’s shaving system, which incorporates new technologies
including innovative skin protectors that act to smooth skin between blade tips and an
advanced hydrating gel reservoir that lubricates throughout the shaving process. Schick Hydro
is available in three and five blade models. Additionally, the Company launched a new line of
Schick Hydro shave gels, which coupled with the Schick Hydro razor, delivers a complete skin
comfort system that goes beyond hair removal to care for men’s skin.
With the acquisition of Playtex, we added a diversified portfolio of well-recognized branded
consumer products.
In skin care, we market sun care products under the Banana Boat and Hawaiian Tropic brands.
We believe these brands, on a combined basis, hold a leading market share in the U.S. sun
care category. The sun care category in the U.S. is segmented by product type such as general
protection, tanning and babies; as well as by method of application such as lotions and sprays.
Playtex competes across this full spectrum of sun care products. We also offer Wet Ones, the
leader in the U.S. portable hands wipes category, and Playtex household gloves, the branded
household glove leader in the U.S.
In feminine care, we believe Playtex is the second largest selling tampon brand overall in the
U.S. We offer plastic applicator tampons under the Playtex Gentle Glide and Playtex Sport
brands, and Playtex Personal Cleansing Cloths, a pre-moistened wipe for feminine hygiene.
In infant care, we market a broad range of products including bottles, cups, and a full line of
mealtime products including plates, utensils and placemats under the Playtex brand name. We
also offer a line of pacifiers, including the Ortho-Pro and Binky pacifiers. We believe our Playtex
Diaper Genie brand of diaper disposal systems leads the U.S. diaper pail category. The Diaper
Genie brand consists of the diaper pail unit and refill liners. The refill liners individually seals
diapers in an odor-proof plastic film.
On November 23, 2010, Energizer acquired ASR, the leading global manufacturer of private
label/value wet shaving razors and blades, and industrial and specialty blades. In wet shave,
ASR manufacturers, distributes and sells a complete line of private label/value wet shaving
disposable razors, shaving systems and replacement blades. These wet shave products are
sold primarily under a retailer’s store name or under value brand names such as Personna,
Matrix, Magnum, Mystique, Solara and GEM. Industrial and specialty blades are sold primarily
through retail paint chains, hardware stores and home improvement centers under the
Personna and American Line brand names.