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Latest Schick disposable serves up three blades.

SHELTON, Conn. -- Schick has introduced the world's first triple-blade disposable razor as the company continues to rely on premium-product innovation to fend off well-funded online startups encroaching on the market for replacement razor blades.

The Schick Xtreme3 Ultimate razor, introduced last month, provides 50% more lubricant than earlier disposable models, the company says.

Its launch follows last year's release of Schick Hydro 5 Groomer, advertised as the first ever four-in-one, high-performance facial hair-styling tool designed to simplify, enhance and personalize grooming routines for men. The grooming device shaves, trims, edges and hydrates throughout each shave, the company says, and incorporates technology that permits users to experiment with facial hair styles without having to fuss with multiple trimmer attachments.

The new disposable razor cartridge was designed to deliver "impressive glide for any face" with its larger lubricating strip that contains vitamin E, aloe and shea butter to help protect skin against nicks and irritation, according to Schick.

The three blades flex and pivot, thereby optimizing contact with skin to permit a close shave, while the cartridge's handle features what Schick calls "an improved finger pinch area and a heavier weight for optimal grip."

"At Schick, we know that your razor is disposable, but we believe that your comfort is not," says Karen Lesh, senior brand manager at Energizer Personal Care, a unit of Energizer Holdings Inc.

Lesh adds, "We improved the design for the new Xtreme3 Ultimate with comfort in mind, so men have a disposable razor option they know will deliver a smooth and close shave."

Schick has long promoted its razors and blades as products that protect the skin while removing unwanted hair. The company asserts that the release in 2010 of Schick Hydro revolutionized men's shaving with first-of-its-kind technology designed to deliver hydration throughout the duration of the shave. In 2012, the brand introduced Schick Hydro Power Select, promoted as the first custom power wet shave razor. In 2013, the company introduced Schick Hydro 5 disposable razors.

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Title Annotation:SUPPLY SIDE
Publication:MMR
Date:Mar 23, 2015
Words:329
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