In the next step of separating household products and personal care businesses, Energizer Holdings, Inc. announced the names of each of the two new companies upon separation, which is targeted for completion by July 1, 2015. The personal care division will be named Edgewell Personal Care upon its separation to become an independent company. The household product division will retain the Energizer Holdings, Inc. name and logo.
The Edgewell logo will be accompanied by a hummingbird symbol in aqua blue with clean, modern lines. As alluded to by its name, Edgewell intends to continue Energizer's legacy as a challenger brand.
"It's an emotionally engaging symbol that expresses our values, and it will help us to stand apart from the more traditional corporate logos in our industry," said Al Robertson, global chief marketing officerof the Energizer personal care division.