Energizer Holdings’ personal care division will be renamed Edgewell Personal Care following its separation from the company’s Household Product Division. The separation will occur July 1, and the Household Product Division will continue to hold the Energizer Holdings Inc. name and logo.

Edgewell is a newly coined word created by combining two familiar terms. “Edge” expresses the company’s drive to be on the leading edge of innovation and to deliver meaningful advantages over competitive products; “Well” reflects the company’s ultimate goal as a Personal Care business—to deliver well-being for the people who use its products. Furthermore, it speaks to a commitment that everything created will be well-designed and well-made.

Edgewell’s feminine hygiene brands include  Playtex, o.b., Carefree and Stayfree while in the wipes area Wet Ones is a major player. It also has a signficant presence in the suncare, babycare and shaving care categories.

“Together, these words form the perfect name for our new company: Edgewell Personal Care, the innovative challenger in the world of personal care products,” says David Hatfield, CEO of Energizer’s personal care division.

The Edgewell logo will be accompanied by a hummingbird symbol in a fresh aqua blue with clean, modern lines. The company hopes it will convey Edgewell’s position as a challenger brand—fast and agile, smaller than some but strong and resourceful. 

“It’s an emotionally engaging symbol that expresses our values and will help us to stand apart from the more traditional corporate logos in our industry,” said Al Robertson, global chief marketing officer.