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Edgewell Personal Care to debut July 1.
February 20, 2015
By: TOM BRANNA
Editor
What do birds and blades have to do with batteries? Nothing, which is why Energizer Holdings, Inc. is renaming its personal care business as Edgewell Personal Care upon its separation to become an independent company. The Household Product Division will retain the Energizer Holdings, Inc. name and logo. “Edgewell” is a newly coined word created by combining two familiar terms. “Edge” expresses the company's drive to be on the leading edge of innovation and to deliver meaningful advantages over competitive products. It also evokes the rich heritage of the company's largest global business: shaving, which is literally about putting an edge on blades. “Well” reflects the company's ultimate goal as a Personal Care business: to deliver well-being for the people who use its products. Furthermore, it speaks to a commitment that everything created will be well-designed and well-made. “Together, these words form the perfect name for our new company: Edgewell Personal Care, the innovative challenger in the world of personal care products,” said David Hatfield, Chief Executive Officer of Energizer's Personal Care Division. The Edgewell logo will be accompanied by a hummingbird symbol in a fresh aqua blue with clean, modern lines. As alluded to by its name, Edgewell intends to continue Energizer's legacy as a challenger brand. The hummingbird is the ultimate challenger of the natural world: fast and agile, smaller than some, but strong and resourceful. And, like Edgewell's brands, the hummingbird surprises and delights, making people feel good. “It's an emotionally engaging symbol that expresses our values, and it will help us to stand apart from the more traditional corporate logos in our industry,” said Al Robertson, global chief marketing officer of the Energizer Personal Care Division. The company also announced today that the Household Products Company will keep the Energizer Holdings, Inc. name and logo, retaining the legacy and value of the holding company's flagship brand. “We're proud to carry forward our iconic Energizer name, building upon that rich heritage as we strive to deliver long-term value for our colleagues, customers and owners,” said Alan Hoskins, CEO of Energizer's Household Products Division.
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