Printer Friendly

Edgewell takes solutions approach to personal care.

SHELTON, Conn. -- Focus, innovation, agility and delivering better solutions to consumers and its customers are at the heart of Edgewell's mission. The company's core brands include Schick Hydro, Xtreme3, Intuition, Edge, Playtex, Stayfree, Carefree, Banana Boat, Hawaiian Tropic, Diaper Genie and Wet Ones.

Within the shave category, Edgewell is uniquely positioned to meet the needs of retailers and consumers across all price tiers with branded and private label solutions. "Our shave category vision is our navigational chart for helping retailers drive growth in the category," says Michael Law, senior director of customer strategy and planning. "Online shaving clubs are getting a lot of press lately, and they have grown rapidly in the last few years," Law says. "The reality is that well over 90% of razors and blades are sold in traditional retail channels and in physical stores. Retailers have tremendous strength in their current assortment to compete on value versus shave clubs, but they aren't fully communicating this."

Edgewell recommends that retailers convey value at all shopper price tiers to achieve the highest conversion rates, Law says. "If retailers only focus on the most expensive segment as a way to drive category trade-up, they are playing into these online clubs' hands. Retailers must meet shopper needs for how, what and where they want to buy. Assortment, pricing and subscription options all play important roles in meeting these shopper segment needs."

Schick Hydro 5, the fastest-growing franchise in men's systems in the last five years, is bringing innovation on their cartridges in 2016. This breakthrough innovation won on eight key attributes versus the previous Hydro 5 with its unique hydrating gel reservoir that lubricates better than a traditional lube strip.

Within Sun Care, Edgewell markets two leading brands: Banana Boat and Hawaiian Tropic. "Sun care category growth opportunity comes from removing barriers to usage and educating consumers," says Tim Grosskopf, vice president of sales and customer care. Hawaiian Tropic launched Island Sport variants in 2015, capturing incremental sales from this growing segment.

In feminine care, Edgewell adds incremental value through thought leadership and product innovation. "Retailers are not satisfied with historical growth rates in the category and are leaning into Edgewell's alternate point of view on how to drive this category," says Grosskopf. Research demonstrates that focusing on regimen solutions (pad, liners, tampons) and improving shopper engagement are key to unlocking growth in this category. In 2015, Playtex Sport launched new pads and liners to round out a regimen solution for Sport users.

Edgewell Personal Care is committed to being a trailblazer, continuing to challenge category conventions and collaborating for mutual growth with customers.

Edgewell Personal Care

6 Research Drive, Shelton, Conn. 06484

(203) 944-5904

edgewell.com

Key contact: Michael Law, Senior Director, Customer Strategy and Planning

COPYRIGHT 2016 Racher Press, Inc.
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 2016 Gale, Cengage Learning. All rights reserved.

Article Details
Printer friendly Cite/link Email Feedback
Title Annotation:Vendor Outlook: H&BA
Publication:MMR
Geographic Code:1USA
Date:Feb 15, 2016
Words:457
Previous Article:CPR provides trade pricing, promotions intelligence.
Next Article:Women's marketing serves up winning brand strategies.
Topics:

Terms of use | Privacy policy | Copyright © 2019 Farlex, Inc. | Feedback | For webmasters