Energizer to Launch $120 Million Schick Razor Ad Campaign

Battery maker Energizer Holdings Inc. plans to spend $120 million on advertising and marketing to promote its new Schick three-bladed razor for women.

Energizer hopes to gain market share from Gillette Co., the market leader in the razor category, according to news reports.

Radio, Internet, print and TV ads will be used to promote "Intuition" the new razor. TV ads are scheduled to begin Monday on "All American Girl," "ER" and during other shows.

Energizer purchased Schick-Wilkinson Sword from Pfizer Inc. for $930 million in January.