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Edge® Shave Gel Announces the Return of Irritation Solutions; Brand to Relieve Irritations One Tweet at a Time

August 26, 2013

New Study in Partnership with Sperling’s Best Places Identifies Chicago as Most Irritating City for Guys in America

SHELTON, Conn., Aug. 26, 2013 /PRNewswire/ — Representatives at Edge® shave gel announced today the return of Edge Irritation Solutions, a campaign designed to relieve irritations for men one tweet at a time. First launched in 2010, the Edge Irritation Solutions campaign struck a chord with irritated Twitter users around the country by providing clever, real-time irritation relief to people venting their frustrations online.

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Starting today, the Edge Irritation Solutions Team staffers are at it again, using the Edge Twitter handle @EdgeShaveZone to monitor the Twitter-sphere for irritated tweeters and offer prizes that might ease their irritations. Edge, a brand that pioneered irritation relief with a collection of moisturizing and protecting shave gels, has reevaluated what’s irritating men and re-launched the campaign with the goal of relieving them of their everyday irritations.

The brand will leverage the latest social technology to rebuild the campaign better, stronger, faster and with much more data. Brand representatives will use Crimson Hexagon’s big data analysis platform, powered by patented technology developed at Harvard University’s Institute for Quantitative Social Science, to analyze millions of tweets to identify trending sources of irritation on Twitter and offer solutions in real-time. Additionally, the brand will relieve irritations on Instagram as well as outdoors where the chance of irritation may be high this summer. To join the conversations and enter for a chance to win prizes, Twitter users can tweet at the brand’s handle @EdgeShaveZone using the hashtag #SoIrritating.

“Edge shave gel relieves guys’ irritation every day in front of the mirror,” said Jeffrey C. Wolf, senior brand manager at Energizer Personal Care. “The Edge Irritation Solutions campaign is a natural extension of our overarching anti-irritation platform, bringing irritation relief when guys need it most, whether it’s sending a car when he can’t get a cab, or replacing a busted laptop with a brand new version.”

The Edge Anti-Irritation Index Identifies Most Irritating Cities for Guys

In conjunction with the re-launch of Edge Irritation Solutions, Edge has reprised the Edge Anti-Irritation Index, a study of geographical influences on irritation that uncovered the most irritating cities for guys in the United States. The study evaluated the 50 most populous U.S. cities for 10 different “irritation factors” including a high male-to-female ratio, poor sports team performance and high ticket prices, slow traffic, lack of job availability, unaffordable housing, extreme weather, and lack of nightlife and fitness options. *

The new data reveals that irritations have shifted since 2010, when the study was first conducted. The original study named Atlanta (No. 1), Houston (No. 2) and Washington D.C. (No. 3) the nation’s most irritated cities. Irritation factors such as humid weather and congested traffic drove southern cities to the top of the 2010 Most Irritated Cities List. This year, Edge studied irritation factors particular to guys, like cost of pro sports tickets and percentage of available single women, and a new crop of irritated cities rose to the top.

The Top 10 Most Irritating Cities for Guys in the U.S. are:

    1. Chicago - the Windy City may soon become the Whiney City; it came out on
       top for being the most irritating city for job seekers, with high
       unemployment and few available positions.
    2. New York - the city that never sleeps may have lots of nightlife options,
       but New York's extremely high rent brings it to the top of the irritation
       list.
    3. Baltimore - despite a high ranking in sports team success as home of
       football champions, a high crime rate make this an irritating city for
       guys.
    4. Philadelphia -a lack of fitness options combined with chilly winter
       weather pushes Philly into the top five.
    5. Atlanta -the high price of tickets and poor team performance make this an
       irritating city for sports fans.
    6. Los Angeles - with one of the highest male-to-female ratios of any U.S.
       city, L.A. is an irritating place for men looking for love.
    7. Detroit - guys in Detroit will have an irritating time planning date
       nights since this city lacks nightlife options.
    8. Houston - terrible traffic and a sprawling layout make Houston an
       irritating city for residents on the move.
    9. Washington D.C. - with some of the highest crime rates in the country and
       pro sports teams that seem to never make the playoffs, D.C.  is a capital
       of irritation.
    10. Boston - extremely high rent and expensive pro sports ticket prices make
        Boston an irritating city for guys' wallets.

Using the results of the latest Edge Anti-Irritation index Most Irritating Cities for Guys study and Crimson Hexagon data analysis, Edge will be able to offer targeted irritation relief to tweeters. Prizes could include free pro basketball tickets to irritated Angelenos fed up with high ticket prices, or a GPS unit for Houstonians irritated by their expansive city and unpredictable traffic.

For more information, visit Edge on Twitter @EdgeShaveZone or on Facebook at Facebook.com/EdgeShaveGel.

About Edge

Edge® Shave Gel is committed to making sure men get an edge in all areas of their lives, from avoiding nicks, dryness, redness and irritation in their morning shave to reaching the Edge of Greatness. With six unique formulations specially designed for every shaving need, Edge offers customizable comfort for all skin types. Edge Shave Gel varieties are available at mass, drug, retail and food outlets nationwide for about $2.79. Visit www.EdgeShave.com for more information.

*About the Edge Anti-Irritation Study

The Edge Anti-Irritation Study is part of the Edge Anti-Irritation campaign to help uncover what’s irritating men and to help them find relief from those irritations through humor. It was conducted by Sperling’s BestPlaces and examines irritating factors across 11 separate categories to identify individual city “irritation indexes”. These rankings are calculated by weighting data from each category and then ranked in order from most irritation prone, to least irritation prone. For more information visit www.bestplaces.net or contact Edelman.

About Sperling’s BestPlaces

Bert Sperling has been helping people find their own “Best Place” to live, work and retire for more than 20 years. His firm, Sperling’s BestPlaces, puts facts in the hands of the public so they can make better decisions about best places to live, work, retire, play, or relocate. His bestselling books, Cities Ranked and Rated and Best Places to Raise Your Family, are published by John Wiley & Sons. More information about Bert and his work is available at www.bestplaces.net.

About Energizer Personal Care

A leading manufacturer of health and beauty products around the world, Energizer Personal Care is a division of Energizer Holdings Inc. (NYSE: ENR), headquartered in St. Louis, Missouri. Energizer Personal Care markets products in over 100 countries worldwide under the Playtex®, Banana Boat®, Hawaiian Tropic®, Skintimate® and Schick® brands. Playtex and all other trademarks are licensed or owned by Energizer or its affiliates.


    Media Contact

    Amy Aubin

    212-299-8993

    amy.aubin@edelman.com
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SOURCE Edge(R) Shave Gel


Source: PR Newswire