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

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

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

PR Newswire

SHELTON, Conn., Aug. 26, 2013

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.

(Photo: http://photos.prnewswire.com/prnh/20130826/NY69021)
(Logo: http://photos.prnewswire.com/prnh/20120327/NY76774LOGO)

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
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
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

For more information, visit Edge on Twitter @EdgeShaveZone or on Facebook at

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

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



SOURCE Edge(R) Shave Gel

Website: http://www.edgeshave.com
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