BEAUTY CARE

Energizer Personal Care aims to revolutionize women’s shaving with new Schick Hydro Silk razor

BY Antoinette Alexander

SHELTON, Conn. — Energizer Personal Care is launching in January its new Schick Hydro Silk razor, which marks Schick’s first five-blade razor for women.

The razor, which is the result of seven years of research and hundreds of focus groups, is a combination of technology that delivers a proprietary water-activated moisturizing serum that hydrates skin with each shaving stroke, coupled with patented five-curve sensing blades and skin guards that protect and care for sensitive skin.

"Shaving is an essential part of the female skin care ritual, but is often overlooked. For most women their beauty regimen begins in the shower by preparing their skin by cleaning it, but also shaving it. The shaving process is a big factor in achieving that transformation to beautiful, silky smooth, radiant skin," Energizer Personal Care senior brand manager Matthews Rader said. "The new Schick Hydro Silk razor transforms the shaving experience. This razor delivers moisturization when women need it most in their skin care ritual, during the gentle exfoliation process of shaving. The Hydro Silk razor takes shaving from just a chore to the ultimate way to complement a skin care routine."

Schick Hydro Silk will be available in January, carrying a suggested retail price of $9.99 for the razor and $14.99 for a 4-count refill at supermarkets, drug stores and mass market retailers nationwide.

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BEAUTY CARE

‘Tis the season to be … mobile

BY Antoinette Alexander

WHAT IT MEANS AND WHY IT’S IMPORTANT — For those who doubt that consumers and their smartphones are inseparable when it comes to shopping, think again. Mobile advertising company Verve Wireless conducted research and found that more than half of consumers are using their smartphones when shopping. The timing of the news is especially critical given the holiday shopping season is upon us and, clearly, holiday 2011 is shaping up to be the “tipping point” for mobile commerce.

(THE NEWS: More than half of consumers use their smartphones when shopping. For the full story, click here)

A study conducted across the 1,300 mobile publishers found that more than 60% of consumers are using their smartphones for shopping one or more times each month. Nearly half of those consumers are using their smartphones to look up price information, followed by product information (24%), reviews (14%) and where to buy (14%).

Those retailers who are hesitant to jump aboard the m-commerce bandwagon for fear of reducing in-store traffic may want to reconsider this thinking. In fact, Moira Koch, VP at Maia Strategy Group, wrote in her latest online blog for Drug Store News that shoppers are not yet switching to mobile purchasing. Shoppers are largely using their smartphones to gather product information, compare prices and make decisions.

Those retailers who make an investment in mobile and develop innovative mobile strategies, such as e-coupons and daily deals, will likely reap the benefits of increased customer loyalty and “traction,” Koch suggested.

This is in line with a recent PriceGrabber survey, which found that 39% of consumers have shopping-related apps on their smartphones and 42% plan to download new shopping apps for the holiday shopping season. When asked why they use such apps to help with holiday shopping, more than half said they find the best prices using mobile shopping apps.

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Long-time industry vet and honorary Greenwood chairman dies at 69

BY Michael Johnsen

BOCA RATON, Fla. — Long-time industry veteran Jonathan Stern, 69, passed last month at his home in Boca Raton, Fla., after a one-year battle with pancreatic cancer. Services were held Nov. 13 at Riverside Memorial Chapel in New York.
 
Stern was credited with building the Keystone Organization into a leading health and beauty sales agency, which merged into Crossmark in 2000. Stern retired two years after the Keystone/Crossmark merger but came out of retirement to serve as an honorary chairman for the Greenwood Group in 2004.
 
"Jon was a tremendous man, a great friend and a mentor. As a dedicated husband, father, grandfather and as a principled business leader, you’ll be hard pressed to find anyone like him, " Greenwood Group president Patrick O’Leary said. "He touched so many people during his life and we are all better because of him."
 
Greenwood Group is working with the family to establish a charitable fund, and award, in Jon Stern’s honor, O’Leary said.
 
Stern is survived by his wife Sandi, daughter Jennifer and sons Daniel and Brian.

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