Edge® to Stamp Out Irritation, One Tweet at a Time

SHELTON, Conn., Sept. 15 /PRNewswire/ -- Officials at Edge® shave gel are announcing a new campaign designed to stamp out irritation, one tweet at a time. The Edge Irritation Solutions campaign provides real time irritation relief to people voicing their frustrations on Twitter. Irritation Solutions Team staffers, using the Edge Twitter handle @EdgeShaveZone, monitor for annoyed tweeters and then offer a helping hand in the form of prizes, gift cards or other items that might lend a little relief. To join the conversations, people can use and search #soirritating.

"We may find someone who's really irritated about the traffic jam they're in and offer to send them a GPS unit," said Jeffrey Wolf, senior brand manager at Edge. "Or maybe someone's tweeting about being stuck in the rain. Well, we've got an umbrella with your name on it. The other day we gave a guy whose hard drive had crashed a brand new one."

Brand spokespeople say a campaign like this makes sense, since irritation relief is part of the Edge DNA. "We pioneered a new level of irritation relief with Edge shave gel, and since its introduction more than 40 years ago, we've been helping guys solve their irritations in front of the mirror," added Wolf. "The Edge Irritation Solutions campaign, which is an extension of our overarching anti-irritation platform, helps us pay it forward and show guys that irritation relief is what we're all about."

It's a strategy backed by research. According to a recent study, the number one reason men avoid shaving is their fear of irritation. But actually, men who shave more tend to get more: more money, more friends and more confidence on average than men who shave less frequently. They even have more sex - twice as much, according to researchers(1).  

Another study, the Edge Anti-Irritation Index, uncovered geographical influences on irritation by ranking the top 50 most irritation prone U.S. cities. That study found irritation was higher down south, with Atlanta (No. 1), Houston (No. 2), Washington DC (No. 3) and Baltimore (No. 4) ranked the highest in irritating factors. Findings were based on 11 different irritating factors, including humidity levels; weather conditions; incidence of traffic delays and congestion; average commute times; frequency of flight delays and cancelations; rates of sleeplessness; underemployment; pollens and allergens; pests; and comedy clubs per capita(2).

The Edge Anti-Irritation Platform

The Edge Anti-Irritation platform, which consists of the Irritation Solutions Campaign, Anti-Irritation Study and an online Edge Anti-Irritation community, www.EdgeShaveZone.com, is part of the brand's overall commitment to identify and help relieve life's daily irritations.

Visitors to EdgeShaveZone.com can blow off steam by sharing their daily irritations with America. The site features a comment section and a map of the United States, showing which states are the most and least irritated, as populated through guest comments. There's also an anti-irritation tool that allows men to test their levels of irritation by measuring the pace and force of punching the keyboard's P and O keys – the harder you mash the keyboard, the higher the site ranks your personal irritation index.

When they register and vent about their irritations, men can opt-in to enter a weekly $500 giveaway sweepstakes. Comedian John Caparulo also filmed humorous vignettes parodying the biggest irritations men face to help guys laugh off their stresses and relieve their everyday irritations, which are available at EdgeShaveZone.com.  

"As a person who is constantly annoyed by people and irritating situations, it made total sense for me to partner with the leader in anti-irritation, Edge shave gel," said Caparulo. "Through the Anti-Irritation Study and EdgeShaveZone.com, we are helping to call out irritating people and situations across the country, as well as providing solutions to irritated dudes through humor."

(1) "Schick Skindex. StrategyOne. http://www.prnewswire.com/news-releases/shave-more-get-more-new-research-finds-men-who-shave-regularly-have-more-sex-are-more-confident-and-are-generally-more-satisfied-89984912.html

(2) "Edge Anti-Irritation Study." Sperling's BestPlaces. http://www.bestplaces.net/docs/studies/irritation_prone_cities.aspx  

Edge Shave Gel

Edge shave gel is the original anti-irritation agent, providing men with soothing conditioners, lubricating molecules and a unique blend of emollients that help enhance razor glide while protecting against the daily irritations shaving can cause.

With six unique formulations, ranging from Extra Protection, Extra Moisturizing, and Ultra Sensitive; to Sensitive Skin, Soothing Aloe and Clean & Refreshing, Edge shave gels offer customizable comfort for various skin types. Edge shave gel varieties are available at mass, drug, retail and food outlets nationwide for about $2.79. Visit www.EdgeShaveZone.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.

SOURCE Edge Shave Gel