Schick cuts into men's category with Hydro line

SHELTON, Conn. Energizer has unveiled its newest razor line that promises to revolutionize men's shaving with first-to-market technologies.

"Innovation is part of our DNA at Energizer," stated Ward Klein, CEO of Energizer. "With Hydro, we're introducing a razor system that goes well beyond a simple product upgrade and delivers outstanding performance and skin care." 

The new Schick Hydro, available in three-blade and five-blade versions, is the result of years of testing and consumer collaboration, making it the most thoroughly researched product in the brand's 87-year history, the company stated.

"Schick Hydro is a technological step for change for the entire razor category," stated David VerNooy, VP technology for Schick. "From the way the blades are positioned in space, the blade cartridge and the lubrication system, to the handle and trimming blade, we looked at every element of this razor and redesigned it to create a markedly improved shave experience for men."

Central to the Hydro innovations is the addition of Skin Guards, which are skin protectors that smooth out skin between blades, protecting skin during shaves; an advanced hydrating gel reservoir that delivers moisturizing lubricants to the skin; the advent of a flip trimmer, which allows men to flip back the hydrating gel reservoir for precise edging and shaving in tight areas; and a new ergonomic handle design.

In addition, Schick also is launching its first line of shave gels in the United States under the Hydro banner. The shave gels will be available in moisturizing and sensitive skin varieties.

The new Schick Hydro and shave gels will be available in April and will be "competitively priced."

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