Edgewell’s Q4 Reflects Ongoing Men’s Shave Challenges, REACH Sun-Care Reformulation
This article was originally published in The Rose Sheet
Despite positive impacts from its Hydro 5 Sense and Intuition f.a.b. razor launches, Edgewell’s global Wet Shave business declined in the fourth quarter and full fiscal 2018. The firm remains focused on slashing costs, an effort that wasn’t helped by a Q4 charge related to REACH ingredient substitution.
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Edgewell Personal Care Co.'s president of international Nick Powell is leaving the company. His responsibilities will be split between CFO Dan Sullivan, expanding to head of Europe and Latin America, and president and CEO Rod Little, who will oversee Japan and Greater China markets.
Edgewell has hitched its wagon to younger consumers in its return to quarterly growth, from women’s shave brand Billie, acquired in late 2021, to rebranded Schick Men and now Fieldtrip, a new skin-care line featuring sustainably sourced ingredients across four continents, plus environmentally thoughtful packaging. “Gen-Z consumers expect more than just functional benefits,” Edgewell says.
Acquisition of value-tier, female-first razor firm Billie, Inc. – previously attempted by P&G before the US Federal Trade Commission intervened – will add a youthful, on-message brand to the Schick owner’s women’s shave portfolio. The deal follows Edgewell’s bid to acquire Harry’s in 2020, also thwarted by the FTC.