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31. Energizer Holdings

Published July 13, 2010
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31. Energizer Holdings

St. Louis, MO
Sales: $421 million

$421 million (estimated) for skin care, sun care and shave preparations. Corporate sales: $3.9 billion. Net income: $297 million

Key Personnel:
Ward M. Klein, chief executive officer; David P. Hatfield, president and chief executive officer, Energizer Personal Care

Major Products:
Sun care—Banana Boat and Hawaiian Tropic; Towelettes—Playtex and Wet Ones; Skin care—Edge and Skintimate shave preparations

New Products:
Banana Boat Ultra Defense Lotion SPF 100, restaged and expanded Hawaiian Tropic sun care range, Wet Ones Sensitive Skin Hands and Face Wipes

While Energizer Holdings may be best known for its flagship battery business, its personal care stable keeps on growing and growing. Last year, Energizer expanded its offerings by picking up the Edge and Skintimate shave preparation brands from S.C. Johnson.

So how is the $275 million acquisition paying off? For the second quarter ended March 31, 2010, total personal care sales hit $493 million, a 6% rise. Energizer attributed $32 million of that increase to net sales of Edge and Skintimate shave preps, which are part of its “wet shave” segment. For the six months, net personal care sales rose 13%, with $66 million coming from Edge and Skintimate. Otherwise, net sales were essentially flat, the company said.

Sales from Energizer’s skin care segment—which includes sun care brands and the Wet Ones franchise—rose 4% to $364 million in 2009. The company said that skin care sales jumped 2% and 5%, respectively, for the in the second quarter and six-month period ended March 31, 2010. Those gains were fueled by rising sales of Hawaiian Tropic, which has undergone a major transformation in time for the summer 2010.

The brand restage featured improved product formulations, a new crème lotion format, new package shapes and image-enhancing graphics as well a new twist on its classic coconut fragrance. Products now feature an enhanced version of the original scent with hints of peach, jasmine and rose.

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