"It is important for us to listen to, engage with, and deliver products that are relevant for our consumers," said Michelle Atkinson, Chief Marketing Officer at Energizer. "Our research revealed a shift in the consumer mindset. While they previously defined battery performance only as long-lasting, today, consumers also want quality and reliability. This means batteries that will not leak in their devices after they are fully used*."
More than 50 percent of consumers cited having experienced battery leakage in-device, in a survey conducted in April of 2014.* The survey also found that:
- More than 60 percent of those consumers who have experienced in-device battery leakage reported it damaged their device.
- Of consumers who have experienced battery leakage, 70 percent have found it in a flashlight or portable light and 53 percent reported battery leakage in a toy or game.
- Fifty percent of consumers rank reliability as a top priority when purchasing batteries.
Research also shows that long-lasting Energizer® MAX® outperforms leading competitors when it comes to in-device leakage* -a longstanding, industry-wide issue with alkaline batteries.
"Our world-class scientists are always looking for new ways to improve our technology and invent the next generation of batteries, as reflected by our broad portfolio of options," said Atkinson. "Today's consumer pain point is around in-device leakage. Our Power Seal technology gives consumers the confidence to know that Energizer® MAX® is a long-lasting battery and is guaranteed to protect their devices from damaging leaks*."
Energizer is known for many innovative "firsts" in battery technology, including the world's first dry cell battery, the world's first watch battery, the first commercially-available zero-mercury AA and AAA alkaline battery and the world's first AA and AAA lithium batteries (1.5V), which are the world's longest lasting in high-tech devices and leak-proof.
*Up to two years after battery is fully used
Energizer Holdings, Inc., headquartered in St. Louis, Missouri, is a consumer goods company operating globally in the broad categories of personal care and household products. Energizer's Personal Care Division offers a diversified range of consumer products in the wet shave, skin care, feminine care and infant care categories. Our portfolio includes well established brand names such as Schick®® and Wilkinson Sword® men's and women's shaving systems and disposable razors; Edge® and Skintimate® shave preparations; Playtex®, Stayfree®, Carefree® and o.b.® feminine care products; Playtex® infant feeding, Diaper Genie® and gloves; Banana Boat® and Hawaiian Tropic® sun care products and Wet Ones® moist wipes. Energizer's Household Products Division offers consumers a broad range of household and specialty batteries and portable lighting products, anchored by our universally recognized Energizer® and Eveready® brands.
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