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Edge® Shave Gel Brand Preps for Licensing Program with Brandgenuity

Agency to develop and execute strategic licensing program for leading shave prep brand


New York, NY (October 17, 2016) –Edgewell Personal Care Company, announced today that it has hired Brandgenuity as its licensing agency of record to help launch a licensing program for its Edge® Shave Gel brand.

Edge is the #1 shave gel prep brand in North America and enjoys a loyal fan base. Nearly 30 million cans are sold each year in mass, drug, club, grocery and value channels.

“Whether it’s work, a big date, or a special occasion, you don’t get a second chance to make a first impression,” said Jim Alsante, Group Marketing Director at Edgewell Personal Care and the executive responsible for strategic brand licensing.  Added Alsante, “Presenting his best self and making a good impression is extremely important to him, and is the primary motivator for him to shave.  We celebrate that moment; that look in the mirror when men take stock of who they are and ready themselves for triumph.  Edge gives you the ultimate advantage for a lasting impression.” 

Brandgenuity was hired to expand the footprint of the Edge brand beyond shave prep and the shaving aisle. Today, the Edge Shave Gel line is comprised of six formulations including Sensitive Skin, Extra Moisturizing, Ultra Sensitive, Extra Protection, Soothing Aloe and Sensitive Pro Relief.

“We know that men’s attitudes toward grooming are changing,” said Jay Asher, Managing Director at Brandgenuity. “Guys want to look their best, but they need brands that will guide them to the right solutions. Edge is a perfect “go-to” brand for all of his grooming needs. Brandgenuity is passionate about the Edge brand and believes it has all the ingredients necessary for licensing success: a great name, powerful packaging and great personality which shines through in the brand marketing.”

Brandgenuity will identify licensing partners to extend the Edge trademark, positioning and unique fragrance to a variety of complementary categories including soaps, body wash, hair care products, fragrance and grooming accessories, among others.

Brandgenuity is working with Edgewell Personal Care on brands including Hawaiian Tropic®, Banana Boat®, Playtex® and others.

About Brandgenuity

Brandgenuity LLC is a leading independent brand licensing agency based in New York with offices in London. The agency is ranked amongst the top 15 licensing agencies worldwide. Brandgenuity extends famous and iconic brands into new categories to build awareness and generate incremental revenue. A full suite of licensing services includes strategic licensing planning, prospecting, legal support & contract negotiation, retail development and assisting manufacturers in the strategic acquisition of licenses. The agency’s clients include Stonyfield Organic, Viacom Network, Arm & Hammer, Hawaiian Tropic, Banana Boat, Playtex, Planet Fitness, Gas Monkey Garage, and MGM Studios, among others. For more information, please visit

About Edgewell Personal Care™

Edgewell Personal Care (NYSE:EPC) manufactures and markets a diverse range of personal care products in the wet shave, skin care, feminine care and infant care categories with well-established brand name products such as Schick® and Wilkinson Sword® men's and women's shaving systems and disposable razors; Edge® and Skintimate® shave preparations; Playtex®, Stayfree®, Carefree® and o.b.® feminine care products; Banana Boat® and Hawaiian Tropic® sun care products; Playtex® infant care products and gloves; Diaper Genie® and Litter Genie® disposal systems; and Wet Ones® moist wipes.  ©2016 Edgewell.  The Playtex® trademark is used under license.