Schick offers a free year's supply of blades

Radio promotion allows for listeners to answer and win

Dubai, UAE, December 29, 2004: Billion dollar US razor company Schick-Wilkinson-Sword has launched a radio promotion offering. Listeners can win the newly launched, world first, four blade razor - Schick Quattro, plus a years supply of blades to all winners.

The product of an astonishing US$100 million research and development investment over five years, the Quattro razor can now be won in the UAE on radio channels 99.3FM and 104.8FM, till mid February 2005. During the breakfast & afternoon shows everyday weekday, four questions will be asked to the lucky callers, which if answered correctly they win a free Quattro and a years supply of blades instantly.

"Quattro has had a phenomenal response in other parts of the world, and with its recent launch here, we are already seeing considerable response. We see this promotion further leveraging our new presence in the market and we look forward to putting some smiles on our customers faces!" said Rupert Booysen, Marketing Manager, Schick, Middle East and Africa

Quattro kicked off the promotion recently by having a live-to-air shaving session of Steve Coleman - star presenter on 99.3FM, who was shaved by a lady with no experience of shaving a mans face. No nicks, no cuts, no yelps and a quick shave demonstrated the quality of the razor and ease of use, justifying the claims of Quattro.

Quattro is now on sale in the GCC, Levant and Egypt. It is priced at AED21 in the UAE and available at supermarket chains in the UAE.

Extensive research was conducted during the development phase of the razor focused on product concept, brand development and packaging. Exhaustive tests for skin irritation, cutting force and safety were also carried out on customers around the world to ensure the best possible shave.

Booysen added: "Quattro is an attractive alternative to other razors. It offers wet shavers more ease to their shaving experience than ever before as well as a much closer and cleaner shave."

Significant investment also went into making four blades fit into the space of three, developing an easy loading mechanism for the blades, an ergonomically shaped razor handle with a pivoting head, and a simple blade dispensing system.

Quattro's four-blade razor technology was pioneered in Germany to cut more stubble per stroke than any other razor product, using Quattro patented alpha diamond blade technology for unbeatable, lasting sharpness. 

Quattro's blades come with eight special guard wires to minimise annoying nicks and cuts, and are specially designed to flatten harmlessly when too much pressure is applied to further improve safety.

The razor's pivoting, flexible head precisely tracks the contours of the face, and its ergonomic design makes the razor as easy on the eye as it is to handle. A multi-functional holder lets the razor air dry quickly, stores spare blades, and is compact enough to make it the perfect shaving accessory when travelling. Quattro also has wider rinse channels for optimum cleaning.

"Schick's performance in the Middle East over the last few years has been fairly level, but now the focus is on becoming a strong number two player. The launch of Quattro will play a big part in reaching that goal," concluded Booysen, "Energizer already being a strong player in the market, and the recent acquisition of Schick by Energizer will help the brand consolidate its marketing efforts in the region more effectively."

A survey in Germany by market research consultants * Independent Institute Nielson found that 79 per cent of men who used Quattro for the first time would switch to it immediately.

Quattro won the German Red Design Innovation Award for 2004 and was named the second most successful product in 2003 in the US by leading marketing industry magazine Advertising Age.

*AC Nielsen Bases Testing May 2003.

-Ends-

Distributed for Schick/Energizer by Polaris Public Relations                                  
For more information please contact:
Abha Malpani/Rana Bechara                                                 
Polaris Public Relations                                                          
Tel: (04)
348522                                                                       
Dubai,
UAE
Fax: (04) 3341326                                                            
E.mail: abha@polaris-me.com                                                             

Rupert Booysen
Marketing Manager
Energizer ME and Africa       
Dubai,
UAE                                                                                    
Tel: (04) 3211855
Fax: (04) 3211856

© Press Release 2004