New "Edge of Greatness" Campaign Empowers Men

SHELTON, Conn., June 7, 2011 /PRNewswire/ -- Today, the makers of Edge® Shave Gel unveiled the "Edge of Greatness" campaign, an initiative to provide men with the edge they need to achieve their personal ambitions.  The campaign kicked off with the unveiling of a 30-by-16-foot wallscape in the heart of New York's SoHo neighborhood, designed by the first-ever artist on the "Edge of Greatness," Pratt Institute art student Anthony Morton.  Upon identifying Morton as an exciting up-and-comer in the art world, Edge donated the wall space to help give him an edge in his future career.  

(Photo: http://photos.prnewswire.com/prnh/20110607/NY15028 )

The wall, on the corner of Prince and Mulberry Streets in New York City, features an original work of art designed specifically by Morton for the campaign -- the first major public showing of his original designs.  The "Edge of Greatness" wall will remain on display throughout the month of June 2011.  The piece, titled "Create the Life You Live," is a self-portrait of the artist, depicting his own journey toward the "Edge of Greatness," and is intended to inspire others to create and be creative in their daily lives.  Morton draws inspiration from a variety of sources, from New York City streets to even Facebook friends and views about his generation.  The piece also includes symbols of Morton's life literally "on the edge" throughout its design.

"This is such an amazing thing," said Morton. "I'm actually graduating this year, and to have a brand like this give me such a big stage for my work is huge. Getting gallery space is tough, and here I am set up in the middle of SoHo -- next to some of the biggest galleries in the world -- with a wall as my canvas. It's a great opportunity for me."

Morton, a senior at Pratt Institute's School of Art and Design from Newark, New Jersey, began his foray into the art world at just three years old, taking his drawings door-to-door to receive neighbors' critiques.  Inspired by his own mother's love of art, he continued to develop his skills and eventually fell in love with the craft in high school under the mentorship of an art teacher. From airbrushing t-shirts to painting fine art pieces, Morton continued to pursue his personal greatness in the field. Following graduation from Pratt, he hopes to launch a clothing line with his business partner.  

An Edge In Front Of and Away From the Mirror  

Edge officials say that the campaign is part of an overall brand commitment to giving guys an edge in life -- both by offering the best possible morning shave to get ready for the day ahead, and by providing the tools guys need to get ready to fulfill their ambitions.  The "Edge of Greatness" campaign aims to do just this, beginning with the out-of-home media buy donated by the brand to Morton.

"We're the brand that gives guys a little edge in front of the mirror -- we take away the irritation, we help you get a great shave so you can go on to do whatever your getting ready to do," added Jeffrey Wolf, senior brand manager for Edge shave gel at Energizer Personal Care. "With Anthony and this campaign, we're taking that to the next level by giving guys an edge beyond the morning shave."

The program will continue to empower men throughout the year via Twitter, where followers are invited to tweet @EdgeShaveZone with the hashtag #EdgeofGreatness for a chance to have their personal greatness fulfilled.  Rewards may include a new camera for a would-be photographer or rock climbing lessons for someone looking to climb Mt. Everest; whatever the goal, Edge will help them get ready for greatness.  Edge will also provide people inspiration through a dedicated Tumblr page, edgeshave.tumblr.com.  Additionally, a limited number of visitors to the wall itself will receive prizes by checking in on Foursquare between 5:00 PM and 7:00 PM on June 7, 2011.

From Coast to Coast, Where to Find Guys on the Edge of Greatness

The "Edge of Greatness" campaign launches on the heels of the brand's first-ever "Cities on the Edge" study, which examined five key areas of greatness, including sports, art, music, culture and cosmopolitan factors, like LEED certifications and population growth, to determine which US cities are poised for greatness.  The study, fielded by Sperling's BestPlaces, found San Francisco (No. 1), Boston (No. 2) and Denver (No. 3) at the top the list, with factors such as budding art scenes and eco-friendly lifestyles propelling these cities to the top.

For more information on the "Edge of Greatness" campaign and the full results of the "Cities on the Edge" study, visit www.edgeshave.com or join the conversation on Twitter with @EdgeShaveZone.  Follow Anthony Morton on Twitter @anthonymorton.

About Edge

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 for about $2.79.  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.

Media Contacts:
Edelman Public Relations
Blair Garson, 212.704.4494, [email protected]
Brandon Williams, 212.704.8216, [email protected]

SOURCE Energizer Holdings, Inc.