Brands boost body razor offerings

Shaving trends among men — or rather the lack thereof — has shaken up the razor segment a bit as more men are opting to sport facial hair, but manufacturers remain optimistic as they churn out new innovations and see a decline of “loaded pantries” on the horizon.

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“The big news for us was the razor and blade deflation, and declines that we saw for the quarter are much more than we expected. ... Our assessment on razors and blades right now is there’s loaded pantries. The discounting to get those loaded pantries is abating,” Energizer Holdings’ CEO Ward Klein told analysts during the company’s first-quarter conference call in late January.

Klein noted that among the launches this year will be the Hydro Groomer, a 4-in-1 shaving tool to groom all areas of the body. Energizer, however, isn’t alone in its efforts.

In February, Procter & Gamble launched its Gillette Body razor, marking the brand’s first razor designed for bodies. According to a recent study conducted by Gillette, 73% of U.S. men have shaved or trimmed some part of their body before, and 84% of men who currently shave at least one body part say they shave it year-round.

Complementary products include the Gillette Body Non-Foaming Shave Gel and Gillette Body 2-in-1 Wash and Shave.

“We’re building out a full line of shave products, of pre- and post-shave products, and we’re expanding grooming products and trimmers to meet the needs of men who are interested in facial hair or grooming their facial hair or grooming more than their faces,” said P&G chairman, president and CEO A.G. Lafley during its
Consumer Analyst Group of New York Conference in late February.

Meanwhile, HYD for Men is celebrating expanded distribution of its Razor Shield, which hit 183 Meijer stores in February. Razor Shield is a shaving companion that helps create a liquid barrier to protect the blades.

Unilever’s Dove has entered the competitive landscape with its new Dove Men+Care Expert Shave range, which marks the brand’s first advanced, three-step shave experience.
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