Canadian men are power hungry, at least when it comes to products

Schick® powers up its Hydro® razor franchise with a revolutionary custom power razor

TORONTO, Feb. 13, 2012 /CNW/ - Power suit, power tools, power steering, power shave - the majority of Canadian men are hungry for power. According to a recent poll commissioned for the launch of the Schick Hydro Power Select™ razor, 83% of men think automation improves products. But power without control is not enough, as 63% indicated the main benefit of having powered items with multiple levels is the ability to customize the level to suit their needs.

The Schick Hydro Power Select™ razor, which created a buzz when it was launched at the 2012 Consumer Electronics Show in early January 2012, has all the features men love: power, customization and control.  The revolutionary technology, never before seen in a wet shave razor, features three vibration settings, easy-to-read LED indicators and a one-touch control button, allowing men to customize the razor to their particular shaving needs and it is proven to reduce irritation¹.

"Power Select™ razor gives Canadian men the best of both worlds, the close comfortable shave and outstanding results they get with the Schick Hydro® razor along with the new level of power they crave," says Paul Reed, Schick Brand Manager, Energizer Canada. "Whether you're comfortable at level one or level three, the Schick Hydro Power Select™ razor will give you the power to customize to your best shave."

The survey also revealed that quality is the one thing men won't sacrifice ranking it as the single most important feature when it comes to using products with power (41%).  Among the other top benefits of using powered items are ease of use, speed, ability to control and better results.

"Our research shows that men enjoy having power added to many things.  When asked what items men wished had more power, cooking equipment came out on top with 46% of the vote followed by sporting goods (28%) and grooming equipment (23%)," says Reed. "In this hockey crazed country, Canadian men will find that the Schick Hydro Power Select™ razor is a power play that will truly give you the man advantage."

The Schick Hydro 5 Power Select™ razor incorporates the most innovative features of the Schick Hydro® razor - including the unique Water-Activated Hydrating Gel Reservoir, five Ultra Glide® blades with Skin Guards to help reduce irritation, and FlipTrimmer for precision trimming.

The Schick Hydro 5 Power Select™ razor is available for purchase at all major food, drug and mass retail outlets across Canada for a suggested retail price (SRP) of $13.99.

Visit www.facebook.com/SchickHydroCanada or www.schickhydro.ca.

Survey Methodology

From January 25, to January 27, 2012 an online survey among a randomly selected, representative sample of 1,350 Canadian men who are Angus Reid Forum panel members was conducted, with 941 agreeing that they shave wet. The margin of error — which measures sampling variability — is +/- 2.67%, 19 times out of 20 for men survey, and is +/- 3.19%, 19 times out of 20 for men surveyed who wet shave.

About Energizer Personal Care

Energizer Personal Care, a leading manufacturer of razors around the world, is a division of Energizer Holdings, Inc. (NYSE: ENR), headquartered in St. Louis, Missouri. For more information on shaving and the Schick® Hydro™ razor, visit www.schickhydro.ca.

[1] Vs. Hydro 5 Manual

Falan Hamilton 
Paradigm Public Relations
416-413-5202
[email protected]