Edgewell Personal Care

To make useful things joyful by becoming the world's most agile and consumer-centric personal care company.

Edgewell Personal Care SWOT Analysis

Updated: October 2, 2025 • 2025-Q4 Analysis

How to Use This Analysis

This analysis for Edgewell Personal Care was created using Alignment.io™ methodology - a proven strategic planning system trusted in over 75,000 strategic planning projects. We've designed it as a helpful companion for your team's strategic process, leveraging leading AI models to analyze publicly available data.

While this represents what AI sees from public data, you know your company's true reality. That's why we recommend using Alignment.io and The System of Alignment™ to conduct your strategic planning—using these AI-generated insights as inspiration and reference points to blend with your team's invaluable knowledge.

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The Edgewell SWOT Analysis reveals a pivotal moment for the company. Its core strengths lie in a diversified brand portfolio and extensive global distribution, buttressed by disciplined cost management from Project Fuel. However, this stability is threatened by a deep-seated dependency on the declining wet shave category and intense competition from both agile DTC players and giants like P&G. The critical path forward requires a strategic pivot: aggressively accelerating growth in the high-momentum Sun, Skin, and Feminine Care segments. This must be paired with a digital transformation, leveraging the Billie acquisition as a blueprint to modernize its legacy brands and build direct consumer relationships. Expanding into APAC markets offers a significant growth frontier. Edgewell must act decisively, transforming from a legacy CPG operator into an agile, consumer-centric powerhouse to secure long-term, profitable growth and truly fulfill its mission.

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No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

To make useful things joyful by becoming the world's most agile and consumer-centric personal care company.

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Strengths

BRANDS: Diverse portfolio (Schick, Banana Boat) reduces category risk.
DISTRIBUTION: Deep, established relationships with global mass retailers.
EFFICIENCY: Project Fuel initiatives driving margin improvements.
ACQUISITION: Billie integration provides a playbook for modern DTC growth.
GLOBAL: Strong international presence contributes ~45% of total sales.

Weaknesses

DEPENDENCE: Over-reliance on stagnant Wet Shave category for revenue.
INNOVATION: Slower R&D cycle compared to nimble DTC startups and P&G.
BRANDING: Core brands perceived as legacy, lacking modern appeal vs rivals.
DEBT: Significant debt load limits flexibility for major investments.
ECOMMERCE: Lagging digital shelf presence for brands other than Billie.

Opportunities

GROWTH: Capitalize on strong momentum in Sun Care & Women's Shave (Billie).
EXPANSION: Further penetration in emerging markets, especially in Asia.
DIGITAL: Scale Billie's DTC model to other brands in the portfolio.
PREMIUMIZATION: Leverage Jack Black & Bulldog in high-margin grooming.
SUSTAINABILITY: Meet rising consumer demand for eco-friendly products.

Threats

COMPETITION: Intense pressure from P&G's scale and DTC brands' agility.
PRIVATE LABEL: Retailers' own brands are a major threat to value segment.
CONSUMER SHIFTS: Changing grooming habits (less shaving) impact core market.
INFLATION: Rising input costs and supply chain pressures squeeze margins.
RETAIL POWER: Consolidation of retailers increases their pricing power.

Key Priorities

ACCELERATE growth in Sun/Skin/Fem Care to diversify from Wet Shave.
MODERNIZE core brands and scale DTC capabilities across the portfolio.
INTENSIFY international expansion in high-growth APAC markets.
DRIVE operational efficiencies to fund growth and manage inflation.

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Edgewell Personal Care OKR

Updated: October 2, 2025 • 2025-Q4 Analysis

The Edgewell OKR plan presents a focused and potent strategy for transformation. It rightly prioritizes a deliberate pivot from the stagnant wet shave category to high-growth areas like Sun and Skin care. The objectives to 'WIN IN GROWTH' and 'MODERNIZE & SCALE' are inextricably linked; success in one fuels the other by leveraging the Billie DTC playbook across the portfolio. This plan is not just about defense; it's about offense, with clear ambitions for global expansion and a disciplined 'FUEL OUR FUTURE' objective that ensures cost savings are directly reinvested into growth initiatives. This OKR framework provides the clarity and alignment needed to rally the organization, turning strategic imperatives into measurable, high-impact outcomes.

Procter & Gamble Unilever BIC Johnson & Johnson Beiersdorf

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

To make useful things joyful by becoming the world's most agile and consumer-centric personal care company.

WIN IN GROWTH

Dominate Sun, Skin & Fem Care to rebalance portfolio.

PIPELINE: Launch 3 major product innovations in Sun Care, achieving a 15% first-year revenue contribution.
MARKET SHARE: Increase combined market share in targeted Skin and Fem Care segments by 200 basis points.
EXPANSION: Secure distribution for Jack Black & Bulldog in 500 new premium retail doors across North America.
AOV: Increase average order value on our DTC beauty and grooming sites by 18% through AI personalization.

MODERNIZE & SCALE

Transform brand relevance and scale our DTC engine.

DTC: Launch one new brand on a DTC platform using the Billie playbook, acquiring 50,000 subscribers in 6 months.
BRAND: Improve brand relevance score for Schick by 10 points among Millennial/Gen Z consumers via new campaigns.
DIGITAL SHELF: Achieve top 10% digital shelf ranking for our top 5 brands across our top 3 e-commerce partners.
CONTENT: Use generative AI to reduce creative development time for digital marketing campaigns by 40%.

EXPAND GLOBALLY

Capture disproportionate share in high-growth markets.

APAC: Grow organic net sales in the APAC region by 15%, exceeding the corporate average by at least 2x.
LAUNCH: Successfully launch the Billie brand in two key European markets, hitting 90% of the sales forecast.
PARTNERSHIPS: Establish strategic e-commerce marketplace partnerships in 3 new Southeast Asian countries.
LOCALIZATION: Adapt product portfolio and marketing for 2 key APAC markets, boosting local engagement by 25%.

FUEL OUR FUTURE

Drive world-class efficiency to fund our ambitions.

SAVINGS: Realize an additional $25M in gross savings from the Project Fuel program to reinvest in marketing.
FORECASTING: Implement an AI-powered demand forecasting system, improving forecast accuracy by 20% globally.
INVENTORY: Reduce days of inventory on hand by 10% through improved supply chain planning and optimization.
AUTOMATION: Automate 5 key financial and operational reporting processes, saving 500 person-hours per quarter.

METRICS

Organic Net Sales Growth: 4-6%
Adjusted EPS Growth: 8-10%
Free Cash Flow as % of Net Sales: >10%

VALUES

People First
Move Forward
Listen Up
Own It

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Edgewell Personal Care Retrospective

AI-Powered Insights

Claude

Gemini

GPT

Edgewell Q2 2024 Earnings Report & Transcript
Edgewell 2023 Annual Report (10-K)
Edgewell Investor Presentations (2024)
Company Website and Press Releases
Market research reports on Personal Care and Shaving industries

Procter & Gamble Unilever BIC Johnson & Johnson Beiersdorf

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

To make useful things joyful by becoming the world's most agile and consumer-centric personal care company.

Toggle Theme

What Went Well

SUN CARE: Banana Boat continues to deliver strong organic sales growth.
INTERNATIONAL: Growth in international markets outpaced North America.
COSTS: Project Fuel savings program is on track, improving margins.
BILLIE: Continued strong performance and successful retail expansion.
CASH FLOW: Solid operating cash flow generation during the quarter.

Not So Well

WET SHAVE: Men's shave category remains challenged with volume declines.
INFLATION: Persistent input cost inflation continues to be a headwind.
FEM CARE: Feminine Care segment showed softness in recent performance.
NA VOLUMES: North American market volumes are facing competitive pressure.
PROMOTIONS: Increased promotional spending impacted gross margin rates.

Learnings

DIVERSIFICATION: Growth engine is clearly outside of men's shave.
PRICING: Price increases are sticking but must be balanced with volume.
DTC: The Billie model shows the path for high-engagement branding.
EFFICIENCY: Cost discipline is critical to fund necessary investments.
AGILITY: Must respond faster to competitive promotional environments.

Action Items

MARKETING: Increase investment behind Sun Care and Billie to fuel momentum.
INNOVATION: Accelerate the product pipeline in women's grooming/skin.
SUPPLY CHAIN: Find further efficiencies to offset persistent inflation.
INTERNATIONAL: Double down on key growth opportunities in APAC and Europe.
PRICING: Refine promotional strategy to protect margins without losing share.

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Organization	SWOT Analysis	OKR Plan	Top 6	Retrospective

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Edgewell Personal Care Market

AI-Powered Insights

Claude

Gemini

GPT

Edgewell Q2 2024 Earnings Report & Transcript
Edgewell 2023 Annual Report (10-K)
Edgewell Investor Presentations (2024)
Company Website and Press Releases
Market research reports on Personal Care and Shaving industries

Founded: 2015 (Spun off from Energizer)
Market Share: ~11% global wet shave market share.
Customer Base: Global mass-market consumers.
Category:
Consumer Packaged Goods
SIC Code: 3421
NAICS Code: 332215 Metal Kitchen Cookware, Utensil, Cutlery, and Flatware (except Precious) Manufacturing
Location: Shelton, Connecticut
Zip Code: 06484
Congressional District: CT-3 NEW HAVEN
Employees: 7000

Competitors

Procter & Gamble View Analysis

Unilever Request Analysis

BIC Request Analysis

Johnson & Johnson View Analysis

Beiersdorf Request Analysis

Products & Services

No products or services data available

Distribution Channels

Edgewell Personal Care Business Model Analysis

AI-Powered Insights

Claude

Gemini

GPT

Edgewell Q2 2024 Earnings Report & Transcript
Edgewell 2023 Annual Report (10-K)
Edgewell Investor Presentations (2024)
Company Website and Press Releases
Market research reports on Personal Care and Shaving industries

Problem

Consumers overpay for legacy brands.
Personal care feels like a chore.
Finding trusted products is difficult.

Solution

Portfolio of trusted, value-driven brands.
Making useful, everyday items joyful.
Innovation in established categories.

Key Metrics

Organic Net Sales Growth
Adjusted Gross Margin
Market Share by Category

Unique

Challenger brand portfolio at scale.
Hybrid model: Retail dominance + DTC growth.
Deep expertise in mid-market branding.

Advantage

Global distribution and shelf space.
Decades of brand equity (Schick, etc).
Manufacturing scale and efficiency.

Channels

Mass Retailers (Walmart, Target)
Drugstores & Grocery
E-commerce (Amazon) & DTC (Billie.com)

Customer Segments

Mass market consumers seeking value.
Families (Sun Care, Infant Care).
Brand-loyal shavers and groomers.

Costs

Manufacturing & Raw Materials
Sales, General & Admin (SG&A)
Advertising & Promotion

Edgewell Personal Care Product Market Fit Analysis

Updated: October 2, 2025

Edgewell Personal Care makes useful things joyful. For consumers tired of overpaying for uninspired products, it offers a diverse portfolio of trusted brands that deliver superior performance and accessible quality. By combining thoughtful design with a deep understanding of consumer needs, Edgewell transforms routine tasks like shaving and sun protection into delightful moments of self-care, creating exceptional value for millions globally.

INNOVATION: We deliver superior performance through thoughtful design.

VALUE: We provide accessible quality without the premium price tag.

JOY: We transform routine tasks into delightful self-care moments.

Before State

Using generic, overpriced, or dull products.
Feeling uninspired by daily care routines.
Limited access to specialized care brands.

After State

Enjoying high-quality, joyful products.
Feeling confident and cared for daily.
Access to a portfolio of trusted brands.

Negative Impacts

Overpaying for legacy brand cartridges.
Poor product performance and irritation.
Routines are chores, not moments of joy.

Positive Outcomes

Better value and performance for money.
Elevated daily routines into experiences.
Simplified shopping for personal care.

Key Metrics

Customer Retention Rates

Varies by brand; high for consumables.

Net Promoter Score (NPS)

Not publicly disclosed; estimated 20-30.

User Growth Rate

Modest organic growth in low single digits.

Customer Feedback/Reviews

Billie has 10k+ reviews on its site.

Repeat Purchase Rates

High for core disposable/refill products.

Requirements

Consistent product innovation and quality.
Strong brand marketing and messaging.
Broad retail and online availability.

Why Edgewell Personal Care

Leverage consumer insights for R&D.
Invest in brand building and advertising.
Optimize global supply and distribution.

Edgewell Personal Care Competitive Advantage

A challenger's agility with scale.
Diverse brand portfolio reduces risk.
Deep retail channel partnerships.

Proof Points

Billie's award-winning DTC success.
Banana Boat's decades of sun protection.
Schick's history of shaving innovation.

Edgewell Personal Care Market Positioning

AI-Powered Insights

Claude

Gemini

GPT

Edgewell Q2 2024 Earnings Report & Transcript
Edgewell 2023 Annual Report (10-K)
Edgewell Investor Presentations (2024)
Company Website and Press Releases
Market research reports on Personal Care and Shaving industries

Strategic pillars derived from our vision-focused SWOT analysis

Win in specific segments with agile innovation.

Drive growth in Sun, Skin & Fem Care.

Fund growth via Project Fuel cost savings.

Accelerate e-commerce and DTC capabilities.

What You Do

Manufacture and market a diverse portfolio of personal care brands.

Target Market

Value and quality-conscious consumers globally seeking trusted brands.

Differentiation

Challenger mindset in legacy categories.
Portfolio spanning multiple personal care segments.

Revenue Streams

Wholesale to retailers
Direct-to-consumer (DTC) sales

Edgewell Personal Care Operations and Technology

AI-Powered Insights

Claude

Gemini

GPT

Edgewell Q2 2024 Earnings Report & Transcript
Edgewell 2023 Annual Report (10-K)
Edgewell Investor Presentations (2024)
Company Website and Press Releases
Market research reports on Personal Care and Shaving industries

Company Operations

Organizational Structure: Global business units by category and region.
Supply Chain: Global network of manufacturing plants and third-party suppliers.
Tech Patents: Holds numerous patents in blade and razor technology.
Website: https://edgewell.com/

Top Clients

Board Members

Edgewell Personal Care Competitive Forces

Threat of New Entry

MODERATE: Building a brand is hard, but contract manufacturing and digital marketing lower barriers for new DTC entrants to gain traction.

Supplier Power

MODERATE: Key inputs like steel and chemicals are commodities, but consolidation among some suppliers can give them pricing leverage.

Buyer Power

HIGH: Retail giants like Walmart and Amazon have immense negotiating power, demanding favorable terms and pushing private label alternatives.

Threat of Substitution

MODERATE: Options include electric razors, depilatory creams, or behavioral changes (less frequent shaving), impacting the core market.

Competitive Rivalry

HIGH: Dominated by P&G (Gillette) with 50%+ share. Intense pressure from agile DTC brands like Harry's and private labels.

Analysis of AI Strategy

Updated: October 2, 2025 • 2025-Q4 Analysis

The Edgewell AI SWOT Analysis underscores a significant opportunity gap. While possessing valuable assets in its vast sales data and global scale, Edgewell is hampered by legacy systems and a talent deficit in data science. The immediate, high-impact path is to deploy AI for operational efficiency—specifically in supply chain optimization and demand forecasting, which directly aligns with its cost-saving initiatives. Concurrently, it must leverage AI to enhance the customer experience on its growing DTC platforms, using personalization to drive revenue. The long-term threat is not just falling behind giants like P&G, but being outmaneuvered by new, AI-native brands. Edgewell must treat AI not as a series of isolated projects, but as a core capability to be built, starting with foundational talent and modern data infrastructure to truly accelerate its vision.

Procter & Gamble Unilever BIC Johnson & Johnson Beiersdorf

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

To make useful things joyful by becoming the world's most agile and consumer-centric personal care company.

Strengths

DATA: Access to decades of retail sales data for demand forecasting.
SCALE: Global manufacturing footprint ideal for AI-driven optimization.
PORTFOLIO: Multiple brands provide diverse datasets for consumer AI models.
CHANNELS: Existing retail partnerships for testing AI-driven promotions.

Weaknesses

TALENT: Lack of in-house AI expertise and data science capabilities.
SYSTEMS: Legacy ERP and IT infrastructure hinder agile AI deployment.
CULTURE: A traditional CPG culture, not one of rapid tech adoption.
DATA SILOS: Customer and supply chain data is likely fragmented.

Opportunities

SUPPLY CHAIN: Use AI for predictive demand sensing to reduce inventory.
MARKETING: Generative AI for creating targeted, localized ad content.
PERSONALIZATION: AI-powered recommendations on DTC sites to lift AOV.
R&D: Analyze social trends with AI to accelerate new product ideation.
PRICING: Dynamic pricing models to optimize promotions with retailers.

Threats

COMPETITORS: P&G and Unilever are investing billions in AI/ML platforms.
PRIVACY: Evolving data privacy laws (GDPR, CCPA) create compliance risks.
DISRUPTION: AI-native startups could create hyper-personalized brands.
EXECUTION: Risk of failed AI projects due to poor data or strategy.
BIAS: Potential for biased AI models in marketing or product development.

Key Priorities

OPTIMIZE supply chain and forecasting with predictive AI analytics.
PERSONALIZE customer experience on DTC channels using AI engines.
EMPOWER marketing teams with generative AI for content creation.
BUILD foundational AI talent and data infrastructure for future growth.

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Edgewell Personal Care Financial Performance

AI-Powered Insights

Claude

Gemini

GPT

Edgewell Q2 2024 Earnings Report & Transcript
Edgewell 2023 Annual Report (10-K)
Edgewell Investor Presentations (2024)
Company Website and Press Releases
Market research reports on Personal Care and Shaving industries

Profit: FY 2023 Net Earnings: $128.7M

Market Cap: ~$1.7 Billion (as of mid-2024)

Stock Performance

Annual Report: Available on investor relations website.

Debt: Total Debt: ~$1.48 Billion

ROI Impact: Project Fuel targeting gross savings.

SWOT Index

Composite strategic assessment with 10-year outlook

/ 100

Legacy Incumbent

ICM Index

STRATEGIC ADVISOR ASSESSMENT

Edgewell is a solid legacy player with a practical, achievable vision. The Iconic Index is constrained by modest ambition (category-level) and significant legacy weaknesses (shave dependence). The OKRs are strong and tactical, but not world-shaping. Growth is limited by a competitive TAM and threats that cap survival probability. The path to a higher multiple requires bolder innovation and a more decisive pivot away from its legacy core business to truly capture upside potential.

SWOT Factors

Upside: 68.0 Risk: 78.7

OKR Impact

AI Leverage

Top 3 Strategic Levers

ACCELERATE the pivot to Sun/Skin/Fem Care.

SCALE the Billie DTC model across other brands.

DRIVE AI adoption in supply chain and marketing.

AI Disclosure

This report was created using the Alignment Method—our proprietary process for guiding AI to reveal how it interprets your business and industry. These insights are for informational purposes only and do not constitute financial, legal, tax, or investment advice.

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