Edge ActiveCare and the Life of a Brand
I 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?
As 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.
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Posted by Russell Neufeld at November 9, 2006 8:22 AM
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.
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!
It is stll available at Target! Smaller tubes and new product label, though exact same Edge Active Care. You might try Target's online store, though I was just at Target and the seemed to have about 10 of the newish tubes that have sat there for about a year or so. Must not be that good of a product, no one seems to buy it.
Edge just came back out with it after a year or so discontinued. It has been repackaged with green, it is still called Edge active care revitalizing.
Just saw at the local Target.
Now you can stop paying the high prices on ebay/amazon for the older product.
Thanks Edge for bringing back to us...
Yes Edge ActiveCare Revitalizing 5.1 oz is available at some Target stores! The Edge customer service folks say they are making it specially for Target. I think it is an excellent shaving cream, and the price is great. I have sensitive skin and find that it works better than other shave creams. I was not as happy with the Trader Joes shave cream which was my alternative when I thought that ActiveCare was completely unavailable. A more expensive option is to use Clinique's shave cream for Men.
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