Schick To Roll Out Hydro Razors and Shave Gels

Energizer, Inc. has unveiled plans for what it is calling a “bold new razor line” for its Schick brand. According to officials speaking today at CAGNY investor conference, the new Schick Hydro will revolutionize men’s shaves by protecting and caring for skin while it removes hair thanks to many “first to market” technologies.

“Innovation is a part of our DNA at Energizer,” said Ward Klein, chief executive officer, Energizer, Inc. “With Hydro we’re introducing a razor system that goes well beyond a simple product upgrade and delivers outstanding performance and skin care.”

Energizer says the Schick Hydro is the most thoroughly researched product in the brand’s 87 year history.

“Schick Hydro is a technological step change for the entire razor category,” said David VerNooy, vice president of technology for Schick. “From the way the blades are positioned in space, the blade cartridge and the lubrication system, to the handle and trimming blade, we looked at every element of this razor and redesigned it to create a markedly improved shave experience for men.”

Central to the Hydro innovations is the addition of Skin Guards, billed as innovative skin protectors that smooth out skin between blades, protecting the skin during shaves; an Advanced Hydrating Gel Reservoir that delivers concentrated moisturizing lubricants (aloe vera and vitamin E) to the skin, going well beyond conventional lubricating strips; the advent of a flip trimmer, which allows men to flip back the Hydrating Gel Reservoir for precise edging and shaving in tight areas; and a new ergonomic handle design, according to the company.

Schick is also launching its first line of shave gels in the U.S. under the Hydro banner.

The Schick Hydro razor will be available three-blade and five-blade versions, with the three-blade version delivering high performance and protection for men seeking top performance at a better value, the company said. The Hydro five-blade includes the flip trimmer, an Advanced Hydrating Gel Reservoir with vitamin E and five smooth glide blades.

Schick Hydro razors and shave gels will hit shelves in April.