Energizer 2013 Annual Report Download - page 16

factors, including those discussed in the “Risk Factors” section. These and other factors could cause results to differ materially
from those expressed in the estimates and assumptions.
Retail sales for purposes of market size, market position and market share information are based on retail sales in U.S.
dollars.
Industries
We manufacture and sell products in five product categories: wet shave, skin care, feminine care, infant care, battery and
portable lighting products. Our two largest categories by revenue are battery products and wet shave.
The battery category has two primary competitors--Energizer, with our Energizer and Eveready brands, and The Procter &
Gamble Company with its Duracell brand. We estimate Energizer and The Procter & Gamble Company collectively represent
approximately 65% share in the markets in which we compete. The wet shave category comprises two primary competitors,
The Procter & Gamble Company's Gillette and Energizer's Schick-Wilkinson Sword, which we estimate collectively represent
more than 80% of the global wet shave market. For information about net sales, earnings before income taxes, depreciation and
amortization, total assets and capital expenditures of each of our segments, and geographic segment information, including net
sales to customers and long-lived assets, refer to Note 18 of the Notes to Consolidated Financial Statements.
Personal Care
The Personal Care division includes wet shave products sold under the Schick, Wilkinson Sword, Edge, Skintimate and
Personna brand names, skin care products sold under the Banana Boat, Hawaiian Tropic, Wet Ones and Playtex brand names,
and feminine care and infant care products sold under the Playtex and Diaper Genie brand names globally. As a result of the
acquisition on October 23, 2013, we began selling products under the Stayfree, Carefree and o.b. brand names in the US,
Canada and the Caribbean.
We manufacture and distribute Schick and Wilkinson Sword razor systems, composed of razor handles and refillable blades,
and disposable shave products for men and women. We market our wet shave products throughout the world. SWS' primary
markets are the U.S., Japan and the larger countries of Western Europe. We believe we maintain the #2 global market share
position in wet shaving. The category is extremely competitive with competitors vying for consumer loyalty and retail shelf
space.
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 the Schick
Hydro 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. Following the launch of Schick Hydro, SWS introduced two additional systems,
Schick Hydro Silk for women and Schick Hydro 5 Power Select. In fiscal 2013, we extended the Schick Hydro franchise with
the introduction of Schick Hydro men's and women's disposable razors.
In the U.S., we also sell market-leading shave preparation products, including shaving gels and creams under the Edge and
Skintimate brands.
We also manufacture, distribute and sell a complete line of private label and value-priced 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 and GEM.
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 position 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. We compete across this full spectrum of sun care products. We also offer Wet Ones, the leader in the U.S. portable
hand wipes category, and Playtex household gloves, the branded household glove leader in the U.S.
In feminine care, we market products under the Playtex brand, and in the U.S., Canada and the Caribbean, under the
Stayfree, Carefree and o.b. brands. We offer plastic applicator tampons under the Playtex Gentle Glide and Playtex Sport
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