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Schick's Hydro Razor Will Beat Gillette's Fusion To Market

Wall Street Journal , Monday, February 22, 2010 10:48 AM

Energizer Holdings will introduce a new shaving system, the Schick Hydro, in April -- a two-month head start on Gillette's Fusion ProGlide that Procter & Gamble announced last week. The new shaving battlefield is comfort rather that blade count, Ellen Byron reports.

"We saw significant opportunity to make the shave experience more comfortable," say Energizer CEO Ward Klein. "Hydro goes beyond just removing hair; it actually cares for your skin."

The Hydro uses "blade guards" to reduce irritation, has aloe-infused lubrication and sports a flip-top trimmer to groom facial hair. A five-blade version will carry as much as a 20% premium on the price of Schick's Quattro blades; a three-blade Hydro will cost less than the Quattro.

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