BEAUTY CARE

Schick to highlight its new Hydro Power Select razor at CES

BY Antoinette Alexander

SHELTON, Conn. — Schick, an Energizer Personal Care brand, has announced that it will debut a new custom power razor designed to reduce irritation at the Consumer Electronics Show in Las Vegas.

The Schick Hydro Power Select wet shave razor, on shelves beginning in January 2012, features three vibration settings, easy-to-read indicators and a one-touch control button.

"As we looked at the research and technology that went into the creation of the Schick Hydro Power Select, we couldn’t think of a better place to introduce this product to the world than CES," stated Patrick Kane, senior brand manager for Schick Hydro at Energizer Personal Care. "Alongside the most high-tech new TVs, the most advanced new tablet technology and the coolest new MP3 players, CES attendees will get the chance to see the latest and greatest in men’s shaving innovation."

The new Schick Hydro Power Select promises to reinvent the power razor, offering men a shave proven to reduce irritation while providing hydration. Features include:

  • Comfort Control System: With a single button push, choose from three vibrations settings, low, medium or high, on a one-touch control button that allows users to adjust throughout the shave to find the most comfortable level of vibration for their skin.

  • Interactive Digital Interface: An LED screen communicates visually to distinguish which vibration level is in use, another first in the razor category, allowing men to better choose the optimal power for each part of their faces. The screen also communicates the strength of the battery — green for optimal power, red when running low and in need of replacement, and flashing red when the battery is no longer able to power the razor.

  • Sleek Design: Schick Hydro Power Select razor’s new high-tech features are reflected in its design, with a modern and masculine look and feel. The ergonomic handle houses 25 electronic components and has just enough heft to feel natural and sturdy in the hand.

The razors use proprietary technology to pack lubrication into a hydrating gel reservoir to help reduce friction during repeat strokes, while five blades with skin guards help control skin flow to reduce friction. A flip trimmer allows men to flip back the hydrating gel reservoir so all five blades touch the skin for a precise trim.

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BEAUTY CARE

Axe launches its first fragrance for her

BY Antoinette Alexander

ENGLEWOOD CLIFFS, N.J. — A decade ago, Unilever revolutionized the men’s grooming segment with the launch of Axe, which has since become a leading men’s grooming brand. Now the brand is looking to make history again with the launch of its first-ever, limited-edition fragrance for her.

The new Anarchy fragrance for him has a matching, limited-edition fragrance for her. Anarchy For Him and For Her mark the first-ever pair of body sprays to launch at the same time in mass market retail stores.

“The launch of Anarchy For Him and For Her represents a new evolution of the Axe brand,” stated Barret Roberts, Axe senior brand manager at Unilever. “We know guys love the smell of Axe and the confidence it gives them, and our success is, in part, due to the way girls have also embraced the brand.”

Axe will bring the Anarchy experience to Axe fans on YouTube and Facebook, where they can check out Anarchy: The Graphic Novel beginning Jan. 10. This comic series, designed by comic company Aspen Comics, will be updated every few days based on real-time user-submitted ideas and poll votes. Fans also will have a chance to be drawn directly into the story by Aspen’s artists. The story of Anarchy: The Graphic Novel will take readers across the nation, providing a sophisticated blend of action, adventure, and real life events, which reflect the passions of our Axe fans.

Axe Anarchy For Him and For Her are available as body sprays, and Anarchy For Him is also available in a deodorant stick, antiperspirant invisible solid, shower gel and 2-in-1 shampoo and conditioner at most food, drug, club, value and mass retail outlets.

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GMDC to ‘flip-flop’ annual marketing conferences in 2013

BY Michael Johnsen

NEW YORK — The Global Market Development Center earlier this week announced the association will be "flip-flopping" its two annual marketing conferences with the Health Beauty Wellness event moving to a spring time frame and General Merchandise event moving to a fall time frame, beginning in 2013.

“This change is member-driven,” stated Dave McConnell, GMDC president and CEO. "The belief is that this calendar shift more effectively supports the seasonal nature of both sides of our business. We anticipate that this shift will create even more engagement with both events.”

McConnell noted that GMDC continues to focus its initiatives around enhancing connectivity. “The core strategy for 2012 will continue to be focused around enhancing the experience and value of our GM and HBW Marketing conferences, along with expanding how GMDC delivers value to our members throughout the year,” McConnell said. In 2012, the association will be introducing new ways for its members to connect before, during and after its conferences by leveraging existing and emerging communications technology.

“Our conferences continue to grow and are regularly referred to in the industry as the most productive workdays of the year," McConnell noted. "Over the past couple of years, we have evolved the conferences with the addition of Senior Executive Conferences, which are 40-minute meeting formats held in private suites. These longer meetings facilitate more strategic dialogue and compliment the 10- and 20-minute Controlled Casual Conference format.”

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