Edgewell Personal Care Competitive Strategy & Market Position
Edgewell's advantage comes from established brands, shelf presence, shaving technology, international Wilkinson Sword reach, sun-care brand equity, and focused personal-care manufacturing.
Market Position & Competitive Landscape
Edgewell competes with Procter & Gamble's Gillette and Venus, Church & Dwight, Colgate-Palmolive, Unilever, Harry's, Bic, private-label products, and specialty grooming brands.
Edgewell Personal Care Competitors, SWOT and Strategy FAQ
What is Edgewell's competitive advantage?
Its ultimate moat is 'Brand Equity and Shelf Space'. Getting a new product onto the physical shelves of Walmart is nearly impossible. Because Edgewell owns legacy brands (Schick, Playtex) with massive historical consumer trust, retailers legally guarantee them massive amounts of physical shelf space.
How do they compete with Gillette (P&G)?
Intense price promotion. Gillette holds an absolute, massive monopoly on men's shaving. Edgewell competes by aggressively offering massive coupons and selling Schick razor handles at a steeper discount, trying to steal consumers who think Gillette is too expensive.
What was the massive threat from Dollar Shave Club?
Absolute devastation. Startups like Dollar Shave Club and Harry's completely destroyed the massive profit margins of the razor industry by selling directly to consumers online. Edgewell lost massive market share and was forced to aggressively revamp its entire e-commerce strategy.
Why did they aggressively target Women's Shaving?
Because men stopped shaving. The 'lumberjack' beard trend absolutely destroyed the men's razor market. Edgewell survived by aggressively marketing the 'Schick Intuition' and 'Hydro Silk' to women, turning female body care into their most massive profit engine.
How do they compete in Sun Care?
It is a massive duopoly. Johnson & Johnson owns Neutrogena. Edgewell owns Banana Boat and Hawaiian Tropic. Edgewell completely dominates the 'Family/Sport' segment of the sunscreen market, placing massive end-cap displays in every Walgreens the moment summer begins.