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Shave creams do more than refresh.

NEW YORK -- While the razor segment has seen a tremendous amount of activity in the last year, the "software" side of the shaving business--shave creams and facial care products--has also been vibrant because of recent introductions.

S.C. Johnson & Son Inc., for instance, has launched Edge Advanced Gel, a line that boasts nine new formulas that address different skin conditions. Each item is said to provide a refreshing sensation as well as protection from cuts and irritation. "We know from talking with men across the country that one of the things they want most when they shave, in addition to closeness and comfort, is to walk away feeling refreshed," says a company spokeswoman. "This new Edge formula delivers that feeling of refreshment and invigoration."

A recent entry to the American market, King of Shaves, which is the No. 2 shave cream brand in the United Kingdom, is also garnering attention. The company's XCD (pronounced "exceed") Perfecter, a skin-smoothing gel that provides a matte finish, won the award of "Best Grooming Innovation," in FHM magazine's annual grooming awards competition.

The newcomer beat out industry giants Gillette Co., Beiersdorf Inc.'s Nivea and Aramis to take the prize. The XCD line is available exclusively at CVS Corp. outlets.

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Title Annotation:Merchandising; Edge Advanced Gel
Publication:MMR
Article Type:Brief Article
Geographic Code:1USA
Date:Nov 29, 2004
Words:206
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