Innovating on Hairitage As shave, the longtime men's grooming cornerstone, is losing its cachet, manufacturers are getting creative. Category mainstay Edgewell Personal Care, the maker of Schick, is thinking out of the box. "As weekly hair removal penetration continues to decline, there is a need to search beyond the traditional 'clean shaver' by addressing the more diverse men's grooming needs," said Nicole Harris, senior brand manager at Edgewell. "And with no sign that the facial hair trend is going away, manufacturers and retailers must think about new ways to cater to the needs of these men." Harris said one of Edgewell's answers is the Xtreme3 Face & Body razor under its Xtreme Men's Disposable Brand that is exclusive for this year to Target. "Equipped with our unique flexible blade technology, this razor is designed for total body comfort, with a pivoting head that easily adapts to body contours," Harris said.