From Morning Routines to a City’s Smell, New SchickÂ® Xtreme3Â® Study Reveals What Americans Most Want Refreshed
SHELTON, Conn., June 17, 2011 /PRNewswire/ — According to the new Schick Xtreme3 “Refresh Your Scents” survey, two-thirds of men (70 percent) feel it is hard to get going in the morning, with 43 percent indicating they don’t wake up with a feeling that they are ready for the day ahead. The makers of Schick Xtreme3 hope their latest innovation will help men address this challenge by providing a dose of morning refreshment that leaves them ready to take on the day.
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Today the brand introduced its new Schick Xtreme3 FitStyle Refresh, the first men’s disposable razor with a fresh, clean scented handle designed to help invigorate guys’ shaves and energize them for the day ahead. According to brand officials, men who experience the scent of Schick Xtreme3 FitStyle Refresh rate its shave performance higher and say they feel more refreshed after shaving.
“At Schick, we know shaving is a chore for most men,” said Suma Nagaraj, Schick Xtreme3 Brand Manager. “We are always looking for new and innovative ways to improve men’s shave and are excited to introduce Xtreme3 FitStyle Refresh. Our research shows that scent resonates well with men, and they believe that has the power to affect their mood, energy level, and overall enjoyment of a grooming product.”
The “Refresh Your Scents” survey, conducted by StrategyOne on behalf of Schick Xtreme3, was introduced to unveil additional insights about the importance of scent and other refreshing experiences in men’s lives. According to the survey, men’s desire for refreshment extends beyond their morning shave. From smelly bosses to local politicians, findings show that men desire improvement in different aspects of their lives.
Refresh My Life: The “Refresh Your Scent” survey finds that only one-third of men wake up feeling refreshed, a finding that guided Schick engineers to develop Schick Xtreme3 FitStyle Refresh, which provides men with a subtle, clean, fresh scent while shaving. Product developers say it makes sense when you consider 58 percent of men say they need to be refreshed after putting in too many hours at the office or after a night of not getting enough sleep (63 percent).
Refresh My Mood: Scent also plays a measurable role in mood, memories and purchases. A majority of men agree scent has the power to evoke important memories (85 percent), positively affect their mood (92 percent) and behavior (76 percent), sharing that almost a third of men (33 percent) are buying more scented personal care products than the year before.
Refresh My City: The Schick Xtreme3 survey also polled men in 10 cities across the nation, including New York, Los Angeles, Miami, Detroit, Chicago, Daytona, Atlanta, San Francisco, Las Vegas and Seattle. Additional local findings include:
- New York was rated the smelliest city (mean score of 4.89), with a majority of respondents saying the city smells like pollution and garbage
- New Yorkers also feel they have the smelliest bosses (30 percent)
- A majority of people from Detroit feel they always smell good (57 percent), but don’t feel the same about their city (mean score of 4.92), ranking themselves the second smelliest city behind New York
- A majority (93 percent) of Miamians strongly appreciate the power of scent, saying their city smells “fresh” with scents from the ocean
The Get Fresh Society with NASCAR Driver Martin Truex Jr.: Scent also plays a large role in alertness, with 83 percent of guys agreeing that a refreshing scent makes them feel more alert. To support this, Schick Xtreme3 FitStyle Refresh is partnering with NASCAR Sprint Cup driver Martin Truex Jr., a man who truly understands the importance of staying alert and focused, especially while on the track.
“As a NASCAR driver, having all five senses fully awakened is vital to staying alert on the track,” said NASCAR Sprint Cup Series driver and two time Nationwide Series Championship winner Martin Truex Jr. “I’ve teamed up with Schick to tell NASCAR fans how they can refresh themselves throughout the racing season. As someone who’s used to the heat of the racetrack, I’m always looking for ways to stay refreshed.”
Truex will help Schick Xtreme3 FitStyle Refresh deliver refreshment to fans at select NASCAR races throughout the season, where he will participate in “meet and greets” at branded in-field campground sites. A Schick Xtreme3 FitStyle Refresh RV will feature free razors, shave stations, a refreshing misting station, prize games including a boat race game and a pop-up lounge to watch the races.
Guys are also invited to join the “Get Fresh Society” on Facebook and Twitter, where Schick Xtreme3 FitStyle Refresh will host a sweepstakes with Truex and offer helpful tips and daily prizes designed to refresh men’s lives. To learn more about the campaign and join the conversation, consumers can visit www.facebook.com/schickxtreme3 or twitter.com/schickxtreme3.
Schick Xtreme3 FitStyle Refresh is an extension of the Xtreme3 disposable line – the best selling three-bladed razors in the US – available for an average price of $7.50 (4-pack) and $13.00 (8-pack) at food, drug and mass stores nationwide. The Schick Xtreme3 FitStyle Refresh disposable razor provides men with a fresh, clean scented handle to help fully refresh guys for the day ahead.
StrategyOne is a global, insights-driven strategic consulting firm owned by DJ Edelman, the world’s largest independent PR company. StrategyOne provides evidence-based stakeholder insights, analysis and media measurement, and specializes in reputation, branding and communications research. StrategyOne has offices located in New York, Washington, Paris, London, Brussels, Chicago, Atlanta, Silicon Valley and Abu Dhabi. StrategyOne is a recognized firm among the 2010 Honomichl list of top 50 market research firms across the United States. Visit www.strategyone.com for more information.
About the “Refresh Your Scents” Survey
The “Refresh Your Scents” survey was conducted on behalf of Energizer Personal Care, LLC. by StrategyOne. The survey was conducted online among a sample of 1,000 men 18-34. The results have a margin of error of +/- 5 percent at the 95 percent confidence level. A total of 150 surveys were also conducted online among men 18-34 ten U.S. cities including New York, Los Angeles, Miami, Detroit, Chicago, Daytona, Atlanta, San Francisco/San Jose, Las Vegas and Seattle. For each city, the results have a margin of error of +/- 5 percent at the 95 percent confidence level. The survey was fielded May 20 to May 31, 2011.
About Energizer Personal Care
Energizer Personal Care, LLC , a leading manufacturer of razors around the world, is a division of Energizer Holdings, Inc. (NYSE: ENR), headquartered in St. Louis, Missouri. For more information on shaving and Schick Xtreme3Â® FitStyle Refresh, visit www.facebook.com/schickxtreme3 Energizer, Schick, and Schick Xtreme3 FitStyle Refresh are Energizer trademarks. Other trademarks are property of their respective owners.
About Martin Truex Jr.
Truex won back-to-back Nationwide Series Championships in 2004 and 2005. In 2006, he graduated to NASCAR’s premier division, the Sprint Cup Series. He currently drives the No. 56 NAPA AUTO PARTS Toyota Camry for Michael Waltrip Racing. When Martin is away from the track, he enjoys hunting and fishing with friends and family all along the east coast. He is also involved with the charity that bears his name, the Martin Truex Jr. Foundation, which was formed in 2007 to help children in need.
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