3/1/2013
Unilever and Energizer Holdings are co-creating the Schick-Axe line of shaving products aimed at boys ages 16-24. The initial 10 product line-up features both power and disposable razors/blades.
The products will be shelved adjacent to the traditional razor and blade department at grocers, says Energizer’s Ward Klein. This, the company hopes, means these new products won’t cannibalize Energizer’s other brands, Schick Hydro and the Edge.
Energizer is licensing the Unilever-owned brand for the razor and blade market, and is responsible for management, retail account sales, marketing, and support. If this line succeeds, there are additional Axe brand extensions within Energizer’s portfolio planned, including Banana Boat/Axe suncare.
Source: Energizer Holdings, Ward Klein, President, 533 Maryville University Dr., St. Louis, MO 63141; 314-985-2000; 314-985-2000; ward.klein@energizer.com; www.energizer.com.
Unilever (Axe), Barret Roberts, Senior Brand Manager, 700 Sylvan Ave., Englewood Cliffs, NJ 07632; 201-567-8000; barret.roberts@unilever.com; www.unilever.com.
© 2013 Business Valuation Resources, LLC (BVR). May not be reproduced without written consent of publisher.