Shelton, CT
www.edgewell.com

Sales: $716 million

Fieldtrip is a new brand from Edgewell.

Edgewell Personal Care—home to brands like Hawaiian Tropic, Banana Boat, Jack Black and Schick—recorded net sales of $2.08 billion in in fiscal 2021 (including its feminine care operations), a gain of 7.1% from fiscal 2020. That gain was inclusive of a 2.9% increase due to the acquisition of Cremo, a 1.4% decrease due to the sale of its infant and pet care business and a 1.9% increase due to currency movements. Organic net sales increased 3.7% with wet shave and sun and skin care performances partially offset by slight declines in feminine care.

Edgewell’s sun and skin care net sales for fiscal 2021 increased 26.7%, inclusive of a 12.1% increase from its acquisition of Cremo and a 1.8% increase due to currency movements. Organic net sales increased 12.8%, primarily due to increased sun care sales as Banana Boat and Hawaiian Tropic both had double digit growth, rebounding from declines in the prior year due to the pandemic’s travel disruptions during the summer vacation season.

Organic growth in men’s grooming of 14.8% was driven by favorable volumes in Jack Black and Bulldog. At Wet Ones, Edgewell’s wipes brand, sales grew as a result of price as volumes were flat compared to the prior year. Wet shave net sales for fiscal 2021 increased 4.6%, inclusive of a 2.3% increase due to currency movements. Organic net sales increased $26.6, or 2.3%, primarily driven by significantly higher volumes and slightly favorable price mix. The increase in organic net sales was driven by growth in women’s systems, partially offset by declines in men’s systems and shave preps. Women’s systems growth included increases in Intuition, Skintimate and Hydro Silk, while Men’s systems saw growth in Hydro and Bulldog, partially mitigating declines in other brands. By region, North America and International organic net sales both increased by 2.3%.

Edgewell recently unveiled a new skincare brand called Fieldtrip, which is said to be a Gen-Z focused, gender Inclusive and sustainable.

Products are priced at less $25 and are available non FieldtripSkin.com and Amazon with more retailer availability at Nordstrom, Nordstrom Rack, and Macys.com on scheduled for August. The range currently includes seven products, and Edgewell says more are in the pipeline ready to roll out this Fall.

Edgewell’s research and development expense increased to $57.8 in fiscal 2021, compared to $55.3 in fiscal 2020. As a percent of net sales, R&D was approximately 2.8% in both fiscal 2021 and fiscal 2020.

Ron Rice, Creator of Hawaiian Tropic, Dies at 81

The creator of Banana Boat, one of Edgewell’s best-known brands, has died. Ron Rice, who was born and raised far from the beaches of Hawiaia, died on May 26 in Florida. Rice, a Tennessee native, developed the iconic product—first a tanning product— in the late 1960s and grew the line to become the largest indie sun care brand in the US.

Rice sold his company to Playtex Products Inc. for $83 million in 2007. Playtex was acquired by Energizer Personal Care, a division of Energizer Holdings Inc. that same year. Energizer spun-off its personal care operations in 2015. That spinoff became Edgewell.

According to IRI data, Hawaiian Tropic recorded sales of $104 million in US multi-outlets for the 52-weeks ended Dec. 26. 2021.

St. Louis, MO
314.594.1900
www.edgewell.com

Sales: $424 million for sun and skin care products. Corporate sales: $2.4 billion for the year ended Sept. 30, 2015.

What’s old is new again. Edgewell Personal Care Company is the new name for the old Energizer Holdings. A year ago, the company separated its personal care and household products businesses.

Last year, sun and skin care sales fell 4.9% due to unfavorable currency movement and lower sun and skin care sales in North America due to increase sales promotions and in Latin America due in part to go-to-market and transition impacts, partially offset by increased sun care sales in Asia and Europe.