• SC Johnson Loses Market Share
• Figure 3-4 Market Composition by Category Share of Top Shaving Cream Product Marketers, 2000, 2004 and 2005(E) (%)
• Shaving Cream Marketer And Brands
• Table 3-4 IRI-Tracked Sales of Top Shaving Cream Marketers, 2000-2005 (E) (in million $)
• Table 3-5 IRI-Tracked Retail Sales of Top Shaving Cream Brands, 2000-2005 (E) (in million $)

• Gillette - Market Leader Losing Shares
• Energizer Holdings Inc. Steals Share
• Figure 3-5 Market Composition by Category Share of Top Shaving Razor Product Marketers, 2000, 2004 and 2005 (E) (%)
• Razor Marketers and Brands
• Table 3-6 IRI-Tracked Sales of Top Shaving Razor Marketers, 2000-2005 (E) (in million $)
• Table 3-7 IRI-Tracked Sales of Top Shaving Razor Brands, 2000-2005 (E) (in million $)

• Figure 3-6 Market Composition by Category Share of Depilatory Products Marketers, 2000, 2004 and 2005 (E) (%)

• Overview
• Brand Portfolio
• Table 3-12 Gillette Brand Portfolio - Shaving and Hair Removal Products 2004-2005
• Performance
• Figure 3-7 IRI-Tracked Sales for Gillette Shaving and Hair Removal Products, 2000-2005 (E) (in million $)
• Category Share
• Figure 3-8 Gillette Shaving and Hair Removal Segmentation
• New Product Introductions
• Table 3-13 Gillette New Shaving and Hair Removal Product Introductions 2004-2005

• Brand Portfolio
• Table 3-14 Energizer Brand Portfolio - Shaving and Hair Removal Products 2004-2005
• Performance
• Figure 3-9 IRI-Tracked Sales for Energizer Shaving and Hair Removal Products, 2000-2005 (E) (in million $)
• Category Share
• Figure 3-10 Energizer Shaving and Hair Removal Segmentation
• New Product Introductions
• Table 3-15 Energizer New Shaving and Hair Removal Product Introductions 2004-2005

• Overview
• Performance
• Figure 3-11 IRI-Tracked Sales for S.C. Johnson Shaving and Hair Removal Products, 2000-2005 (E) (in million $)
• New Product Introductions
• Table 3-16 S.C. Johnson & Sons Co. New Product Introductions 2004-2005

• Overview
• Brand Portfolio
• Performance
• Figure 3-12 IRI-Tracked Sales for Church & Dwight Shaving and Hair Removal Products, 2000-2005 (E) (in million $)
• New Product Introductions
• Table 3-17 Church & Dwight Co. Shaving and Hair Removal Product Introductions, 2004-2005

• Overview
• Brand Portfolio
• Performance Analysis
• Figure 3-13 IRI-Tracked Sales for Revlon Shaving and Hair Removal Products, 2000-2005 (E) (in million $)

• Overview
• Performance
• Figure 3-14 IRI-Tracked Sales for Reckitt Benckiser Shaving and Hair Removal Products, 2000-2005 (E) (in million $)
• New Product Introductions
• New Product Introductions
• Table 3-18 Reckitt Benckiser New Shaving and Hair Removal Product Introductions 2004-2005

• Overview
• Brand Portfolio
• Table 3-19 Johnson & Johnson - Shaving and Hair Removal Products 2004-2005
• Performance
• Figure 3-15 IRI-Tracked Retail Sales for Johnson & Johnson Shaving and Hair Removal Products, 2000-2005 (E) (in million $)

• Brand Portfolio
• Performance
• Figure 3-16 IRI-Tracked Sales for Bic Corp. Shaving and Hair Removal Products, 2000-2005 (E) (in million $)
• New Product Introductions
• Table 3-20 Bic Corp. New Shaving and Hair Removal Product Introductions 2004-2005

• Brand Portfolio
• Table 3-21 Del Laboratories Inc. - Shaving and Hair Removal Products 2004-2005
• Performance
• Figure 3-17 IRI-Tracked Sales for Del Laboratories Inc Shaving and Hair Removal Products, 2000-2005 (E) (in million $)
• Category Share
• Figure 3-18 Del Laboratories Shaving and Hair Removal Segmentation
• New Product Introductions
• Table 3-22 Del Laboratories Inc. New Shaving and Hair Removal Product Introductions 2004-2005

• Overview
• Performance
• Figure 3-19 IRI-Tracked Sales for Conair Shaving and Hair Removal Products, 2000-2005 (E) (in million $)

Chapter 4 Marketing Dynamics

• Ad Spends
• Table 4-1 Top Shaving and Hair Removal Marketer by Ad Spends, 2004
• (in thousand $)
• Table 4-2 Top Shaving and Hair Removal Brands by Ad Spends, 2004 (in thousand $)
• Gillette Top Ad spender
• Table 4-3 Top Gillette Co. Brands by Ad Spend, 2004 (in thousand $)
• Quattro Heavily Backed by Energizer
• Table 4-4 Top Energizer Holdings Inc. Brands by Ad Spend, 2004
• Gillette Backs New Products
• Energizer Promotion for Quattro
• Church & Dwight Promotes Nair No Touch
• S. C. Johnson & Son Promotes Skintimate
• New Product Introduction
• Table 4-5 New Shaving and Hair Remover Product Introductions by Category, 2004 - 2005
• Table 4-6 Top Shaving and Hair Remover Marketer, Based on Number of Brands Introduced, 2004 - 2005
• Table 4-7 Top Shaving and Hair Remover Brands, Based on Number of SKUs Introduced, 2004- 2005
• Razors & Blades
• Table 4-8 Top Razors & Blades Hair Remover Marketers, Based on Number of Brands Introduced, 2004-2005
• Table 4-9 Top Razors & Blades Hair Removers Brands, Based on Number of SKUs Introduced, 2004 - 2005
• Shaving Creams, Gels & Accessories
• Table 4-10 Top Shaving Creams, Gels & Accessories Marketers, Based on Number of Brands Introduced, 2004 - 2005
• Table 4-11 Top Shaving Creams, Gels & Accessories Brands, Based on Number of SKUs Introduced, 2004 - 2005
• Hair Removal Cream And Depilatory
• Table 4-12 Top Hair Removable Cream And Depilatory Marketers, Based on Number of Brands Introduced, 2004 - 2005
• Table 4-13 Top Hair Removable Creams And Depilatory, Based on Number of SKUs Introduced, 2004 -2005
• Product Innovations
• Table 4-14 Razors & Blades Hair Remover Brands, By Innovation, 2004 - 2005
• Table 4-15 Shaving Creams, Gels & Accessories’ Brands, By Innovation, 2004 - 2005
• Table 4-16 Hair Removable Cream And Depilatory Brands, By Innovation, 2004 - 2005
• Positioning New Products by Package Tags
• Razors & Blades Hair Removers
• Table 4-17 Top Selling Points of New Razor & Blade Products by Select Package Tags
• Table 4-18 New Razors & Blades Hair Remover Brand Introductions With the “Disposable” Package Tag, 2004-2005
• Reusable
• Table 4-19 New Razors & Blades Hair Remover Brand Introductions With the “Reusable” Package Tag, 2004-2005
• Women
• Table 4-20 New Razors & Blades Hair Removers Brand Introductions for Women, 2004-2005
• Men
• Table 4-21 New Razors & Blades Hair Removers Brand Introductions for Men, 2004-2005
• Shaving Creams, Gels & Accessories
• Table 4-22 Shaving Creams, Gels & Accessories, Top Selling Points, by Select Package Tags
• Upscale
• Table 4-23 New Shaving Creams, Gels & Accessories Brand Introductions With the “Upscale” Package Tag, 2004-2005
• Natural
• Table 4-24 New Shaving Creams, Gels & Accessories Brand Introductions With the “Natural” Package Tag, 2004-2005
• Table 4-25 New Shaving Creams, Gels & Accessories Brand Introductions With the “Men” Package Tag, 2004-2005
• Hair Removal Cream And Depilatory
• Table 4-26 Hair Removal and Depilatory Products, Top Selling Points, by Select Package Tags
• Table 4-27 New Hair Removable Cream And Depilatory Brand Introductions With the “Quick” Package Tag, 2004-2005
• Table 4-28 New Hair Removable Cream And Depilatory Brand Introductions With the “Upscale” Package Tag, 2004-2005
• Table 4-29 New Hair Removable Cream And Depilatory Brand Introductions With the “Women” Package Tag, 2004-2005
• Table 4-30 New Hair Removal Cream And Depilatory Brand Introductions With the “Natural” Package Tag, 2004-2005
• Consumer Purchasing Patterns
  • Households Buying Razors
  • Figure 4-1 Percentage of Households Buying Razors at Mass Market Venues, 2001- 2004 .
  • Figure 4-2 U.S. Mass Market Annual Purchase Occasions Per Buying Households For Shaving Razors, 2001-2004
  • Dollar and Volume Sales Rise
  • Figure 4-3 U.S. Mass Market Dollar Per Buyer Per Year For Razors, 2001-2004
  • Figure 4-4 U.S. Mass Market Volume Per Buyer Per Year For Razor, 2001-2004
  • Dollar Per Purchase Occasion For Shaving Razor
  • Figure 4-5 U.S. Mass Market Dollar Per Purchase Occasion For Razor, 2001-2004
  • Figure 4-6 U.S. Mass Market Volume Per Purchase Occasion For Razor, 2001- 2004

Chapter 5 Trends & Opportunities

• Overview
• Old and New Technologies
• Convenience
• Fragrance
• Table 5-1 Common Fragrances Used in New Shaving and Hair Removal Products Introduced in 2004-2005
• Trends in Ingredients
• High Vitamins
• Go Natural
• Aloe Vera’s Popularity Continues
• At Home Spa
• Slow The Grow
• Table 5-2 New Shaving and Hair Remover Product Introductions with Hair Retardation Ingredients Category, 2004 - 2005
• Permanent Hair Removal
• Permanent Hair Removal
  • Creative Marketing Positioning
  • Demographic Profiles and Important Consumer Bases
  • Teenagers Gaining Preference
  • Table 5-3 Attitude/Opinion of Teenagers on Personal Care, by Gender, 2004 - 2005
  • Special Needs of Women Recognized
  • Table 5-4 Attitude/Opinion on Personal Care by Gender, 2004 - 2005
  • Trends In Men’s Facial Hair
  • Aging And The Hair Removal Arena
  • Table 5-5 Projected U.S. Population by Age Bracket, 2000-2010 (in million)
  • Ethnic Markets Under-developed
  • Table 5-6 Population Projections for Selected U.S. Racial Populations, 2000-2020 (in thousands)
  • The Gay Market
  • Sports Enthusiasts

Chapter 6 The Consumer

• Note on Simmons Survey Data and Figures
• Disposable Razors
• 45-54 year olds and Hispanics —Significant Users
• Table 6-1 Demographic Profile of Disposable Razor/Shaver Users, 2005
• Brand Preference — Bic, the Largest Brand
• Figure 6-1 Percentage of Disposable Razors/Shavers’ Users, by Brand, May 2004 - May 2005 (% of users)
• Brand Summary — Gillette Versus Schick
• Table 6-2 Demographic Profile of Disposable Razors/Shavers Users, Gillette vs. Schick, 2005
• Brand Preference by Demography
• High Brand Loyalty Among 45-64 Old, Women
• Table 6-3 Demographic Profile of BIC, Gillette Daisy/Daisy Plus, Gillette Good News Users
• Table 6-4 Demographic Profile of Disposable Razor/Shaver Sole Brand Users, 2005
• Electric and Battery Shavers
• Higher Preference Among 65+ Old, Men
• Rotary Versus Foil
• Table 6-5 Demographic Profile of Electric and Battery Shaver Users, 2005
• Norelco - The Most Preferred Brand
• Figure 6-2 Percentage of Electric and Battery Shaver Users, by Type
• Table 6-6 Demographic Profile of Electric and Battery Shaver Users, by Type, 2005
• Brand Preference by Demography
• Figure: 6-3 Percentage of Electric and Battery Shaver Users, by Brand, May 2004 - May 2005
• Table 6-7 Demographic Profile of Electric and Battery Shaver Users, by Brand, Norelco, Remington, Braun, May 2004 - May 2005
• Brand Loyalty Higher Among Older Population
• Table 6-8
• Demographic Profile of Electric and Battery Shaver Sole Brand Users, 2005
• Frequency Of Usage
• Figure 6-4 Percentage of Electric and Battery Shaver Users, by Frequency Of Use
• Table 6-9 Demographic Profile of Electric and Battery Shavers By Frequency Of Use
• Razor Blades (Non-Disposable)
• Usage Significant among 18-34 year Olds
• Table 6-10 Demographic Profile of Razor Blade (Non-Disposable) Users, 2005
• Double Versus Single Blades
• Figure 6-5 Percentage of Razor Blades (Non-Disposable) Users, by Type, May 2004 - May 2005
• Table 6-11 Demographic Profile of Razor Blade (Non-Disposable) Users, by Type, 2005
• Brand Preference — Gillette Dominates
• Figure 6-6 Percentage of Razor Blade (Non-Disposable) Users, by Brand, May 2004 - May 2005
• Brand Summary — Gillette Versus Schick
• Brand Preference by Demography
• High Brand Loyalty — 40.8% Use a Single Brand
• Table 6-12 Demographic Profile of Razor Blades Users, Gillette and Schick, 2005
• Table 6-13 Demographic Profile of Razor Blade (Non-Disposable) Users, by Brand, Gillette Mach3, Gillette Mach3 Turbo, Gillette Venus, 2005
• Table 6-14 Demographic Profile of Razor Blade (Non-Disposable) Users Sole Brand Users, May 2004 - May 2005
• Frequency Of Use - Razor Blades (Non-Disposable)
• Figure 6-7 Percentage of Razor Blade (Non-Disposable) Users, by Frequency Of Use, 2005
• Table 6-15 Demographic Profile of Razor Blade (Non-Disposable) Users By Frequency Of Use, 2005
• Shaving Cream/Gel
• Table 6-16 Demographic Profile of Shaving Cream/Gel Users, 2005
• Figure 6-8 Percentage of Shaving Cream/Gel Users, by Type, 2005
• Aloe/Lanolin Popular
• Table 6-17 Demographic Profile of Shaving Cream/Gel Users, by Type, Regular, For Sensitive Skin, Moisturizing/Conditioning, 2005
• Figure 6-9 Percentage of Shaving Cream/Gel Users, by Kind, 2005
• Age the Major Influencer
• Table 6-18 Demographic Profile of Shaving Cream/Gel Users, by Kind, Aloe/Lanolin, Menthol, 2005
• Foam Versus Gel
• Figure 6-10 Percentage of Shaving Cream/Gel Users, by Form, May 2004 - May 2005
• Gel Favored by Younger Age Groups
• Table 6-19 Demographic Profile of Shaving Cream/Gel Users, by Form, Aerosol Foam, Aerosol Gel, 2005
• Edge Gel the Leading Brand
• Figure: 6-11 Percentage of Shaving Cream/Gel Users, by Brand, May 2004 - May 2005
• Brand Summary — Gillette
• Table 6-20 Demographic Profile of Shaving Cream Users, by Top Brand Gillette, 2005
• Brand Preference by Demography
• Table 6-21 Demographic Profile of Shaving Cream/Gel Users, by Colgate & Edge Gel Brands, 2005
• Table 6-22 Demographic Profile of Shaving Cream/Gel Users, by Barbasol & Skintimate Brands, 2005
• Brand Loyalty Higher Among Younger Age Groups
• Table 6-23 Demographic Profile of Shaving Cream/Gel Users Sole Brand Users, 2005
• Frequency Of Use — Shaving Cream/Gel
• Figure 6-12 Percentage of Shaving Cream/Gel Users, by Frequency Of Use, 2005
• Table 6-24 Demographic Profile of Shaving Cream/Gel Users By Frequency Of Use, 2005
• Consumer Attitudes About Personal Appearance and Products
• Table 6-25 U.S. Consumer Attitude Toward Appearance, 2005
• Table 6-26 Demographic Profiles of U.S. Consumers, Based on Attitude Towards Appearance, 2005
• The Teenage Consumer
  • Table 6-28 Demographic Profile of U.S. Teenagers for Disposable Razor/Shaver Razor Blades (Non-Disposable) and Shaving Cream Or Gel
  • Disposable Razors/Shavers - Brands
  • Table 6-29 Demographic Profile of U.S. Teenagers for Disposable Razors/Shavers by Brand
  • Table 6-30 Demographic Profile of U.S. Teenagers for Razor Blade (Non-Disposable) by Type
  • Razor Blade Brands —Gillette Dominates
  • Table 6-31 Demographic Profile of U.S. Teenagers for Razor Blade (Non-Disposable) by Brand
  • Frequency of Use of Disposable Razors/Shavers and Razor Blades
  • Table 6-32 Demographic Profile of U.S. Teenagers for Razor Blade (Non-Disposable) By Frequency Of Use
  • Table 6-33 Demographic Profile of U.S. Teenagers for Disposable Razors/Shavers By Frequency Of Use
  • Preference for Shaving Cream By Type, Kind and Form
  • Table 6-34 Demographic Profile of U.S. Teenagers for Shaving Cream/Gel by Type, Regular, For Sensitive Skin, Moisturizing/Conditioning
  • Table 6-35 Demographic Profile of U.S. Teenagers for Shaving Cream/Gel by Kind
  • Table 6-36 Demographic Profile of U.S. Teenagers for Shaving Cream/Gel, by Form, Aloe/Lanolin, Menthol
  • Preference for Shaving Cream - Brands
  • Table 6-37 Demographic Profile of U.S. Teenagers for Shaving Cream/Gel by Brand,
  • Teen Attitudes
  • Table 6-38 Demographic Profile of U.S. Teenagers’ Different Attitudes Towards Appearance
  • Table 6-39 Demographic Profiles of U.S. Consumers, Based on Attitude Towards Appearance