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November 9, 2006

Edge ActiveCare and the Life of a Brand

edgeactivecare.jpgI saw an ad in a magazine recently for Edge ActiveCare shaving cream. Having never heard of Edge ActiveCare I started with their website www.edgeactivecare.com, where it turns out there are actually four varieties of Edge ActiveCare - Revitalizing, Deep Hydrating, Deep Cleansing, and Therapy. The first three are actually creams, only the last one is a gel. Kind of weird since I always associate Edge with gel. Those commercials are burned into my head. So is this a replacement of the old Edge Gel? Is this a new premium brand?

laura.gifAs I continued to surf around, I came across marketing guru Laura Ries's analysis on Edge ActiveCare, which validated a lot of my confusion. Laura begins by detailing Edge's rise to glory, trumping shaving creams and foams with a new concept - "shaving gel." Then,

[...] what really boggles the mind is SC Johnson’s latest entry in the shaving category which it is calling Edge ActiveCare. What is an ActiveCare you might be thinking? Well ActiveCare is a shaving cream. Yup, they seem to be going backwards. Maybe the ad slogan should be “Edge ActiveCare, it’s not your Grandfather’s shaving cream.”

Her post is spot on. Is this stuff better than Edge's traditional gel? Should I switch? And why would I want to go to the Edge ActiveCare website and create MP3s? (Click on Music Mixer once you're there.) Read all of Laura Ries's analysis here, and discover why she does indeed deserve the "guru" moniker.

Read More in: Shaving Creams & Gels

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Posted by Russell Neufeld at November 9, 2006 8:22 AM

Comments

Mmmm....have you tested the cream?? it's good


Posted by: raf at November 9, 2006 9:53 PM

Edge's active care in a tube isn't that good compared to the others in a tube out there. It isn't awful, but S.C. Johnson and Sons is trying to capture a nich market. For a shaving cream in a tube, King of Shaves shaving cream (not gel or oil) is really good and about the same price.


Posted by: Larry Luftannza at February 15, 2007 10:14 AM

I started using Active Care in FEB 2008. Found it @ Walmart. Now I can't find it @ Walmart or Walgreen's. Where is it available in Wisconsin?


Posted by: Ralph Herzler at March 18, 2008 7:59 AM

I can't find edge active care ANYWHERE!! I have tried Vons, Albertsons, Walmart, Stater Bros. and it's nowhere to be found? What gives? Did they find out how effective it was and simply couldn't stand idly by and watch all other products gather dust? I even tried online shopping, amazon wants 20 bucks for 1 tube! HALP!


Posted by: Michael Gilbert at September 11, 2008 11:07 PM

I'm in mobile al trying to find this EDGE ACTIVE

CARE CAN YOU HELP ME.


Posted by: OSCAR SMITH at September 12, 2008 1:22 PM

I have 2 tubes of Edge Active Care Deep Hydrating shave cream that I will sell.

Email me...


Posted by: Keith at November 10, 2008 12:21 AM
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