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Newly energized razor label gets aggressive, but Gillette's Mach3, Venus extensions are formidable
SCHICK, WITH NEW ownership and attitude, is no longer acting like the distant, often docile follower of Gillette Co. in the razor business.
Schick is getting juiced-up marketing support since the announcement in February that Energizer Holdings, owner of the Energizer battery brand, would buy the Schick brand, along with its European cousin Wilkinson Sword, from Pfizer.
The April launch of the premium-price Intuition system for women, begun while Schick remained part of Pfizer, is Schick's biggest ever, backed by $120 million in marketing support via WPP Group's J. Walter Thompson USA, New York....