Think Twice Before You Sprout That Stubble

Schick Hydro(TM) Skindex Finds Men Who Shave Regularly More Likely to Get the Girl

TORONTO, April 26 /CNW/ - The more frequently a man shaves his face, the more likely he is to get the girl - at least according to a new study from the makers of the new Schick Hydro(TM) products. The majority of Canadian women polled are more likely to pay attention to, flirt with and kiss a man who is cleanly shaven, than one who is not. The Skindex study polled men and women across the country to learn more about shaving habits and the perceptions that facial appearance incites.

The findings, released today as part of the Schick Hydro(TM) Skindex, a national study of perceptions and behaviors associated with shaving conducted by StrategyOne, show a clear link between material, emotional and romantic satisfaction and the frequency of men's shaves. The study also finds that 91% of men who shave regularly are more satisfied with their lives. Additionally, cleanly shaven men are likely to have college degrees, hold jobs and earn higher incomes than men who do not shave on a regular basis.

"It's taken men a while to get on board with personal grooming," says Rick Ricci, renowned shaving expert and owner of Truefitt and Hill men's spa in Toronto. "A good shave goes well beyond hair removal and can have implications for how men are perceived. First impressions are everything!"

Shave Avoidance Broken Down

Nearly half of Canadian men say that skin irritation is a barrier to shaving more frequently. Cuts, nicks, skin burn and loss of moisture often keep them from a regular shave ritual. According to the Schick Hydro(TM) Skindex, it's not just men who take issue with irritation - the survey found that among their biggest turn offs, Canadian women ranked irritated skin third at 41%, right behind body odour and dandruff.

"We spoke to thousands of men about their shave experience and found that for many, shaving had become a chore because of irritation," said James MacIntosh, General Manager, Energizer Personal Care. "We listened to that feedback to develop the Schick Hydro(TM) Razor; our closest consumer collaboration yet. It's designed to provide a completely new experience, combining skin care with a great, close shave."

Understanding the mechanics of a great shave, the latest innovation from Schick, was designed to revolutionize the way men shave their faces. The Schick Hydro(TM) 5 razor offers the latest in razor technology, including a never-before-seen flip trimmer. The razor features a Hydrating Gel Reservoir with soothing aloe vera and vitamin E to reduce irritation and help ensure that skin remains moist throughout the shaving experience.

The Schick Hydro(TM) razor also features revolutionary Skin Guards - innovative skin protectors that act to smooth out the skin between blades, protecting it during shaving. Unlike anything currently available, these patented Skin Guards are designed to control skin flow and provide a satisfying, comfortable shave.

Shaving Habits across Canada

    
    -   Canadian women said they are more likely to kiss a cleanly shaven man
        than one who is unshaven. Similarly, in the U.S., the 84% of women
        say it's sexy when a man's face is smooth and touchable and 64%
        admitted they would rather have sex with a cleanly shaven man than a
        scruffy one.
    -   Men from East and West Coasts of Canada differ greatly in their
        shaving habits. 59% of men in the Atlantic Provinces agree they would
        shave more if there were a way to keep their skin from getting so
        irritated, while men from British Columbia are less inclined to shave
        at all, regardless of a less irritating option (39%).
    -   Quebec and Ontario are the provinces with the highest men's shaving
        rates: 48% in each province shaves on a regular basis, or 5 days or
        more a week.
    

Schick Hydro(TM) products are now available for purchase at all major food, drug and mass retail outlets across Canada and are available in three- and five-blade models for an average price of $8.49 (Schick Hydro(TM) 3) and $9.99 (Schick Hydro(TM) 5). A pack of four Schick Hydro(TM) razor refill blades are available for an average price of $8.49 (Schick Hydro(TM) 3) and $12.99 (Schick Hydro(TM) 5).

Schick Hydro(TM) shave gels are also available for an average price of $3.99.

For more information, visit www.schickhydro.com or www.facebook.com/hydroexperience.

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 Schick(R) Hydro(TM), visit www.schickhydro.com.

About the Schick Hydro(TM) Skindex

These are the findings of a National Online Survey conducted amongst 1,016 Canadian Adults using the field services of Greenfield Online Canadian Omnibus to conduct the survey. The sample was weighted to reflect the Canadian population. Based on the sample size, the margin of error is +/-3.0% for Adults 18+, +/- 4.2% for men 18+ and +/- 4.2% for women 18+. In order to qualify for the survey, respondents had to be 18 years of age or older and reside in Canada.

About StrategyOne

Founded in 1999, StrategyOne is a full service, strategic consulting firm with global research capabilities and offices in New York, Washington, Paris, London, Chicago, Atlanta, and Silicon Valley. StrategyOne utilizes a full suite of qualitative and quantitative methodologies to design custom primary research for clients in a wide range of industries to support their communications and marketing objectives.

For further information: or to schedule an interview with Rick Ricci, please contact: Michelle Elmaleh, Edelman, [phone] Ext. 292, [email protected]; Braden Rosner, Edelman, [phone] Ext. 223, [email protected]