Edge® Changes How Men Shave Once Again With Edge Body™ Shave Cream And Edge Ultimate™ Shave Gels
New Edge® Products Give Modern Men the Tools they Need to Look Their Best
SHELTON, Conn., March 27, 2013 /PRNewswire/ -- Edge® is changing the way men shave with the launch of Edge Body™ Shave Cream and Edge Ultimate™ Shave Gels. Known as the world's first-ever shave gel and the original anti-irritation agent, Edge shaving products are recognized for giving guys an edge in their grooming routines and in their lives. The brand's newest innovations are designed for the evolved grooming habits of the modern man, who cares about his skin, his body, and his individuality. Edge Body is the first men's shave cream designed specifically for the increasing trend of body grooming, and Edge Ultimate is a 6-in-1 shave gel designed for the modern man who wants to take care of his skin without spending extra time in front of the mirror.
"We know men's attitudes toward grooming are changing. Guys want to look their best, but they don't want to spend all day doing it or deal with skin irritation along the way," said Jeffrey C. Wolf, senior brand manager for Edge at Energizer Personal Care. "We created the Edge Body and Edge Ultimate products to help give men the opportunity to feel great and express their individual styles without sacrificing their skin or their time."
Edge Body Shaving Cream Helps Reduce Skin Irritation
Studies show that one in five men remove hair from their body, and nearly two-thirds of men suffer from skin irritation and bumps after body shaving*. Edge Body shave cream offers an advanced skin-protection solution for modern men's grooming needs, so they can look and feel their best from head to toe. It has antioxidants, vitamin E, and aloe, so skin below the neck is protected from razor burn and irritation. With a convenient non-foaming formula, Edge Body shave cream won't wash off in the shower, which is where men are most likely to body shave*. It helps keep skin feeling smooth and comfortable with every shave, so men never have to choose between irritated skin and unwanted body hair. Edge Body shave cream is available in two refreshing formulations, Edge Renew™ and Edge Recharge™.
*From the 2009 Gallup Study of the Market for Men's Body Hair Removal Products
Edge Ultimate Turbocharges Morning Routines
Edge Ultimate shave gels are for the modern man who wants to look and feel great without needing to spend extra time at the sink. It provides six benefits in one easy step, as it soothes, moisturizes protects, cleanses, softens and leaves the skin smelling great, making it simple to get ready for the day or night ahead. This time-saving, 6-in-1 grooming and skincare product giving men a smooth, comfortable shave while reducing irritation . Edge Ultimate shave gels are available in three bold scents: Edge Ultimate Achiever™, Edge Ultimate Contender™ and Edge Ultimate Magnet™.
Starting March 2013, Edge Body Shave Cream will be available for a suggested retail price of $3.99 and Edge Ultimate Shave Gels will be available for a suggested retail price of $2.99 at food, drug and mass stores nationwide.
For more information, visit Edge on Twitter @EdgeShaveZone, on Facebook at Facebook.com/EdgeShave or at www.EdgeShave.com.
Edge Shave Gel is committed to making sure men get an edge in all areas of their lives, from avoiding nicks, dryness, redness and irritation in their morning shave to reaching the Edge of Greatness. With six unique formulations specially designed for every shaving need, Edge offers customizable comfort for all skin types. Edge Shave Gel varieties are available at mass, drug, retail and food outlets nationwide. Visit www.EdgeShave.com for more information.
About Energizer Holdings, Inc.
Energizer Holdings, Inc., headquartered in St. Louis, Missouri, is a consumer goods company operating globally in the broad categories of household and personal care products. Energizer's Household Products Division offers consumers the broadest range of portable power solutions, anchored by our universally recognized Energizer® and Eveready® brands. Energizer's Personal Care Division offers a diversified range of consumer products in the wet shave, skin care, feminine care and infant care categories. Our portfolio includes well established brand names such as Schick® and Wilkinson Sword® men's and women's shaving systems and disposables; Edge® and Skintimate® shave preparations; Playtex® tampons, gloves and infant feeding products; Banana Boat® and Hawaiian Tropic® sun care products and Wet Ones® moist wipes.
Edelman Public Relations, for Edge Shave Gel
Amy Aubin, 212.299.8993, Amy.Aubin@Edelman.com
SOURCE Edge (R) Shave Gel
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