Battery power helps recharge CPG profits

05/17/2004 | Boston Globe (tiered subscription model), The

Consumer package goods firms are adding battery-powered motors to familiar household tools, boosting sales and profits as consumers look to add a little excitement to their daily routines. From spinning toothbrushes to whirling pot-scrubbers to buzzing razors, companies see profits in reinvigorating markets that sometimes can seem a bit mundane. Some industry watchers question whether the battery-powered trend will last, but a spokesman for Gillette said that company's new pulsating handle razor is the result of innovation, adding the company was "not trying to be a part of some fad."

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