Energizer Spring Launches Cater To Men’s Grooming, Sun-Care Needs
This article was originally published in The Rose Sheet
Executive Summary
Firm’s new Schick Hydro 5 Groomer is a 4-in-1 styling tool that enables men to groom areas beyond the face and hydrate their skin in the process, while Banana Boat Triple Defense Sunscreen for Men protects against sun damage and combats odor, the company says.
[Energizer Holdings Inc.]'s 2014 lineup centers on new items for men, with a major new Schick Hydro razor launch and the Banana Boat brand's first-ever sun-care line designed to meet the specific needs of male consumers.
Schick Hydro 5 Groomer is a 4-in-1 styling tool with a patented technology that shaves, trims, edges and hydrates skin, according to the firm. The razor began shipping to food, drug and mass market doors in February.
The product is intended to address shaving needs beyond the face, Energizer CEO Ward Klein indicated during the firm's Jan. 28 earnings call. “You do hear more about men, in particular, shaving parts of their body. And this groomer is an ideal product for that,” he said.
The product features a razor on one end and an adjustable power trimmer on the other that can be adjusted to achieve desired hair length, according to Energizer. The razor also contains a flip trimmer that exposes all five blades for ease in grooming hair in tight spaces. A hydrating gel reservoir containing aloe and vitamin E adds lubrication to skin with every stroke and lasts up to twice as long as conventional lubricating strips, the firm says.
In a Feb. 27 email, Matt Rader, director of marketing for men’s razors and blades at Energizer’s personal-care division, suggested that the days of a one-razor-fits-all for men are over. “We know that not all skin is the same and that men take pride in finding products that address their specific grooming needs and deliver maximum comfort,” he said.
“There is an art to being a guy, and no one grooming routine is the same, especially now,” Radar continued. He ventured that the razor is ideal for men who like to keep some stubble on their face. “Men don’t have to shave every morning before going to work anymore. You’d think that might scare a razor brand, but we think, just because you want to sport a little facial hair, you shouldn’t be deprived of a great shave.”
Energizer will also introduce Hydro 5 Sensitive razor, a dermatologist-tested version of the razor system designed to handle sensitive skin.
Similar to the original razor, the sensitive version contains Ultra Glide blades and patented skin guards that help to protect sensitive skin, in addition to the Hydrating Gel Reservoir.
The razors are priced online between $10 and $15 apiece.
In the first fiscal quarter ended Dec. 30, double-digit growth of the Hydro product line fueled total razor and blade share growth of 90 basis points, Ward noted during the call.
Also in February, the company began shipping Edge Sensitive Pro Relief Shave Gel, designed to enhance razor glide.
The gel contains “lubricating molecules, emollients and a special blend of skin conditioners” to protect skin, Energizer claims.
The gel retails for $2.99.
Banana Boat for Men
In April, Energizer will roll out Banana Boat Triple Defense Sunscreen for Men, a line of sun-care products scented with a “contemporary masculine edge,” according to Energizer Senior Brand Manager Carla Luca.
In a Feb. 14 email, Luca said the formula “addresses men's unique needs by providing heavy-duty broad-spectrum sun protection, while also combating odor.”
She noted that the firm was motivated to launch the line partly due to a Skin Cancer Foundation survey in 2012 in which nearly half of men in the U.S. admitted to not using sunscreen in the past 12 months and were demonstrated to be less knowledgeable than women about the proper methods of sun protection.
“Keeping these facts in mind, Banana Boat designed a sunscreen that they would want to use,” Luca said. She noted the formula is also lightweight and provides even coverage. “The unique scent and feel will also allow him to enjoy applying sunscreen,” she said.
Triple Defense Sunscreen for Men is touted as staying on skin in seven real-life conditions – sun, pool water, ocean water, wind, sweat, sand and even 100 degree heat – when used as directed.
The line comes in lotion and spray forms. The lotion is available in a 6-oz. SPF 30, 6-oz. SPF 50+ and 2-oz. SPF 30. The Ultramist delivery version is available in 6- and 1.8-oz. versions of SPF 30, as well as a 6-oz. SPF 50+. Products range in price from $1.99 to $8.99.
The range will be promoted on Banana Boat's Facebook and Twitter pages and via additional marketing activities in spring 2014, according to Energizer.
The company also launched an upgraded version of its Banana Boat Sport Performance Clear UltraMist sunscreen with Powerstay Technology. Available in April, the new formula boasts superior application aesthetics, including a lightweight feel, the firm noted. The new formula is available in SPF 15, SPF 30, SPF 50+ and SPF 100.
Research firm Mintel projected in fall 2013 that men’s personal-care products featuring UV protection, as well as those providing anti-aging and brightening benefits, would be on the rise in coming years in a rapidly growing men’s market (Also see "In Brief: Men’s Personal-Care Launches Up 70%; Nail Polish A Fav Among Teens; More" - HBW Insight, 30 Sep, 2013.).