Edgewell Personal Care signs up for Amazon Dash

By Simon Pitman contact

- Last updated on GMT

Edgewell Personal Care signs up for Amazon Dash

Related tags: Shaving, Electronic commerce

Edgewell Personal Care has taken its engagement with e-commerce a step further by becoming one of the first beauty and personal care brands to engage with Amazon’s new Dash concept.

The technology was recently launched by Amazon and is a single wi-fi enabled button that serves the purpose of ordering a single pre-programmed item from Amazon at the touch of a “button".

It attaches to any surface and can be used to re-order any regular household items, from diapers, to tissue paper, air fresheners and any number of beauty and personal care products.

Is scepticism giving way to curiosity?

Although, just like the first generation of tablets and iPads, the technology has met with some scepticism, that is now giving way to curiosity amongst consumers, which in turn in is leading more brands to roll the technology out.

Edgewell is a pioneer amongst personal care players and is rolling the Dash button out for its Schick shaving brand, as well as its Playtex, Sport, Carefree and Stayfree feminine hygiene brand.

“The Amazon Dash Button will help our brands like Schick Hydro stay competitive and top-of-mind with consumers who already have a lot of online shopping options, especially in the men’s grooming category,”​ said Chris Greene, director of e-commerce, Edgewell Personal Care.

“The Amazon Dash Button for Schick Hydro offers guys the convenience of refilling their razors exactly when they need it – with just a touch of a button.”

Edgewell consumers simply order the Dash button from Amazon online at a cost of $5, then they are able to re-order at the push of button, while receiving a $5 off their first repurchase, essentially making the device free of charge.

Take a look at how the concept works...

To take a look at how the concept works for the Schick Hydro brand, just click here​. The button offers different cartridge refills and HydroSensitive Shave Gel, including the new Schick Hydro 5 in regular and sensitive SKUs, Schick Hydro 3, Schick Quattro for Men, and a variety of disposable razors, including Xtreme3 disposable razors.

There is also a button for Schick Hydro Silk offering different razors and cartridge refills to fit leg care needs, including Schick Hydro Silk for Women in regular and sensitive SKUs, a variety of Schick Intuition razors and a variety of disposable razors to choose from, including Xtreme3 disposable razors for women.

To date, other beauty brands that have also become involved in Amazon’s Dash Button include Burt’s Bees, L’Oreal Revitalift, La Roche-Posay, Olay, Garnier Skin Active, Milk & Co, Vichy and Ageless La Cure.

Related topics: Brand Innovation, Digital, Skin Care

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