Schick Brings Quattro Into Stores

Milford, Conn. -- Promising men "an incredibly close, unbelievably smooth shave," Schick has introduced what it claims is the world's first four-bladed razor, Schick Quattro. Ushering the product into stores are multiple merchandising pieces designed to convey a look and feel consistent with the brand's open-stock packaging while emphasizing the high-tech, premium nature of Quattro.Amy Roman, brand manager, says the company is "constantly striving to develop new products that address consumers' key shaving needs. Schick recognizes that men want a close, comfortable shave with reduced nicking and cutting, and Quattro delivers upon these needs with the latest technology." The four blades, she says, are precisely synchronized to maintain optimum contact with the skin at all times. Schick Quattro also features two conditioning strips (each with Vitamin E and Aloe) that are said to minimize nicking and cutting. An ergonomically designed handle allows for advanced precision, control and maneuverability, according to the company. Schick was recently acquired by Energizer Holdings Inc., St. Louis.P-O-P support included pallets, floorstands, sidekicks, PDQ trays and gravity-feed chutes shipped in late September to coincide with key promotional events, according to Roman. Supermarkets, drugstores, mass merchants, club stores and alternative retailers nationwide are running the program.The graphics on the header cards of all units prominently feature an image of the product's four-bladed cartridge and the four-blade icon used on the open-stock razor packaging. Roman says a triple manufacturing process on the blade portion of the header was used to create as realistic a representation of the actual blades as possible. Along with the graphics, the colors and key messaging are consistent with the other elements of the Schick Quattro brand. Gillette opted for hot foil stamping on the cartridge illustration, which Roman says creates additional visual interest. "We used foil stamping on the razor head so light reflects off the four blades," she says. The displays also employ specially formulated metallic inks to produce a look consistent with the open-stock packaging.The displays are constructed of corrugated and SBS. Acetate side panels are used on the floorstands and sidekicks. These panels, Roman says, allow for additional light to shine on the product. "We wanted these displays and the product to be easily recognizable, retailer-friendly and to invite the consumer to shop for both razors and refills." Fold-up information panels, which list the key features and benefits of the Quattro, are held in place with plastic extrusions on some of the units.The displays hold anywhere from five pieces (in the gravity-feed chutes) to 160 pieces (pallets). Roman says that since they were shipped to retailers pre-packed with product, minimal time was required for installation. Tremore Inc., Tinton Falls, N.J., designed, produced, assembled and packed the displays. Just Cause Marketing, Sandy Hook, Conn., designed the graphics.In addition to its in-store presence, Schick Quattro will be featured in a variety of account-specific trade promotional vehicles including weekly circulars, direct mail sampling, in-store radio and television advertising. Roman says she can't say what the future holds in terms of a more advanced razor. Will we see five blades? For now, she says, the company is focusing on the current four-blade launch, "but our engineers are always working on the next generation of razors." [Editor's note: The company declined to comment on a pending lawsuit filed in U.S. District Court in Boston alleging that Quattro infringes on a design patent for the Gillette Mach3 and Mach3 Turbo razors.]

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