The spin-off Personal Care Division will be called Edgewell Personal Care upon its separation, which will make it an entirely independent business from the Household Product Division, which will retain the Energizer Holdings name and logo.
According to the company separation activities are well under way and on track for the deadline, but the two businesses will continue to operate as normal throughout the procedure.
What’s in the name?
According to executives at the company, the new name for the personal care business has been chosen carefully to reflect the core activities of the business, together with its philosophy.
“Edge” indicates the company lead on innovation and delivering competitive products, while also highlighting the company heritage as a leading player in the men’s grooming and shaving categories, the executives state in a press release to announce the new name.
“Well” reflects the company goal as a personal care business to deliver wellbeing to all its customers by providing them will “well-designed and well-made” products.
Look out for the humming bird
"Together, these words form the perfect name for our new company: Edgewell Personal Care, the innovative challenger in the world of personal care products," said David Hatfield, chief executive officer of Energizer's Personal Care Division
The connection with the Energizer brand for most consumers is the Energizer bunny, a truly effective and long-lasting branding campaign.
But in an effort to better define and separate its personal care business, the company has chosen a humming bird depicted in a simple aqua blue image as it new logo.
"It's an emotionally engaging symbol that expresses our values, and it will help us to stand apart from the more traditional corporate logos in our industry," said Al Robertson, global chief marketing officer of the Energizer Personal Care Division.