BEAUTY CARE

Schick cuts into men’s category with Hydro line

BY Antoinette Alexander

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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P&G launches new Gillette skin care line

BY Antoinette Alexander

BOSTON Procter & Gamble is looking to set a new standard in men’s shaving and skin care with the introduction of its new Gillette Fusion ProGlide shaving system and Gillette Fusion ProSeries lineup of skin care products.

“Beyond superior technology, Gillette Fusion ProGlide and Gillette Fusion ProSeries bring real solutions to men’s No. 1 skin care need and continue our century-long track record of delivering trusted performance that helps men look, feel and be their best,” stated Chip Bergh, group president of global male grooming for P&G.   

To help address skin discomfort and the root cause of tugging and pulling at the skin, Gillette Fusion ProGlide and Gillette Fusion ProGlide Power add a series of high-precision advancements to the technology already in Gillette Fusion. The advancements include low-cutting force blades with thinner, finer edges; an enhanced Lubrastrip; a redesigned handle; a new blade stabilizer; and a hair-guiding microcomb. 

Gillette Fusion was introduced in 2006 and has grown market share each year, selling nearly 100 million blades and razors in 75 countries. 

In addition, P&G is launching a new line of men?s skin care products aimed at reducing the signs of skin irritation like redness and dryness. The Gillette Fusion ProSeries line includes Gillette Fusion ProSeries Thermal Scrub, Gillette Fusion ProSeries Sensitive Face Wash, Gillette Fusion ProSeries Intense Cooling Lotion and Gillette Fusion ProSeries Instant Hydration UV Moisturizer + SPF 15. 

Gillette Fusion ProGlide and Gillette Fusion ProSeries will be available at retail outlets in North America beginning in June with global expansion in the next 12 to 18 months.

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‘iCarly’ star to be latest face of Neutrogena

BY Antoinette Alexander

LOS ANGELES Neutrogena, which is a subsidiary of Johnson & Johnson, has signed actress and musician Miranda Cosgrove to be its newest brand ambassador.

She joins beauty icons Gabrielle Union, Hayden Panettiere, Susie Castillo, Vanessa Hudgens, Jennifer Garner, Diane Lane and Emma Roberts as the latest members of the Neutrogena family.

 

“Miranda embodies the youthful and vibrant spirit that has always been a part of the Neutrogena brand and we are proud to have her as our newest ambassador,” stated Jim Colleran, president of Neutrogena. Cosgrove’s first ad will debut in early spring. 

Cosgrove is the star of the Emmy-nominated “ICarly,” which is Nickelodeon’s highest rated live-action show. She plays Carly Shay, a teenager who Web casts with her two best friends. She got her acting break when she landed the role of Megan Parker on Nickelodeon?s hit “Drake & Josh,” where she played the sweet, mischievous little sister. 

Cosgrove’s other passion is music. Having signed with Columbia Records, her first album titled “iCarly Playlist” was released in 2008 and featured four original songs, including the show’s theme song. Her debut solo album will hit stores this spring. 

On the big screen, she will voice a character in Universal’s new animated feature Despicable Me, playing opposite Steve Carell and Kristen Wiig. The film opens in July. She also starred in School of Rock playing Summer Hathaway, the over-achieving preppy manager in Jack Black’s rock band.

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