Energizer Adds Feminine Edge To Quattro Brand With Women’s Razor
This article was originally published in The Rose Sheet
Executive Summary
Energizer will launch Schick Quattro women's razor to offer female consumers a "clearly differentiated shaving solution" to the company's existing offerings,CEO Ward Klein said during a presentation at a Consumer Analyst Group of New York conference Feb. 24 in Scottsdale, Ariz
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Energizer will launch Schick Quattro women's razor to offer female consumers a "clearly differentiated shaving solution" to the company's existing offerings,CEO Ward Klein said during a presentation at a Consumer Analyst Group of New York conference Feb. 24 in Scottsdale, Ariz. The first four-blade razor for women, Quattro presents an alternative to the Schick Intuition women's razor, allowing the brand "to fully address women's shaving needs and preferences," Klein added. The launch also is expected to help leverage the firm's investment in the Quattro franchise, anchored by a men's shaver that debuted in 2003. Introducing Quattro for women reflects Energizer's strategy of growing the Schick brand through innovative product introductions, a plan the company successfully implemented with the launches of the Intuition all-in-one women's razor and Quattro, the first four-blade men's shaver, in 2003 (1 (Also see "Schick Intuition Brings “All-In-One” Razor To Market" - HBW Insight, 27 Jan, 2003.), p. 5 and 2 (Also see "Schick Quattro Razor Debut Backed By Staggered Marketing Effort" - HBW Insight, 18 Aug, 2003.), p. 4). The Intuition brand has grown to nearly $140 mil. in annual sales, with revenue up 85% in the fiscal first quarter (ended Dec. 30), Klein said. Quattro garnered $160 mil. in sales in the past 12 months, with sales up 38% in Q1, the exec added. Quattro for women is designed with four ultra-thin synchronized blades for closeness, a wire-wrapped construction to minimize nicks and cuts, a curved head with pivoting cartridge, and an aloe and vitamin E strip for comfort and glide. The razor will roll out in April, retailing for $8.99 for a refillable razor handle with two razor cartridges and a shower hanger. A four-pack of refill cartridges will cost $9.29 and an eight pack will retail for $16.99. The company will support the launch with television ads breaking in April and print ads debuting in May in publications including Allure, People, Glamour and Shape, according to Energizer. While the disposable razor category has been a "traditional strong area for Schick," the firm is prepared for "some loss" in the segment as Gillette's Venus disposable shaver bows this spring, Klein said. Nonetheless, the company will seek to maintain its presence in the disposable segment, Klein said. "We have certain promotional plans in place to continue to fight for our fair share of disposables," the exec noted, adding, the category is "a good profit center for us." |