Save the economy, show some leg

    Schick(R) Quattro for Women(R) encourages women to help boost the economy
    by raising their hemlines

    TORONTO, March 31 /CNW/ - How can Canadian women help boost the economy?
By investing in a cute mini. Hemlines rose in the Roaring 20s with the rising
stock prices. The 1930s market crash fashion featured long skirts. And
miniskirts flooded the runways during the economic boom in the 80s.
    In the midst of the current economic downturn, Schick Quattro for Women
is encouraging women to raise their hemlines! History suggests that as skirt
lengths rise, so does the stock market.
    "There is historical data that demonstrates a strong correlation between
skirt length and the strength of the economy," says Wolfgang Klein, Senior
Investment Advisor, Canaccord Capital. "Longer skirts are in fashion during a
bear market, and during economic booms the mini is always in style."

    The Schick Index

    American Economist George Taylor first coined the term "hemline theory"
in the 1920s,(*) to illustrate the relationship between hemlines and stock
market performance. Schick Quattro for Women has created The Schick Index, a
historical timeline showing that, throughout history, there has been a
correlation between skirt lengths and the strength of the economy.

    1930s, 40s and 50s

    In the 1920s, the stock market and women's hemlines were on the rise. The
1929 market crash featured more modest fashions and the below-the-knee style
skirt carried through to the Forties and Fifties.

    60s and 70s

    The economic growth of the Sixties saw young women parading the streets
in fashion forward mini skirts, freeing their legs for dancing and twisting.
Yet when the Seventies rolled in with high inflation, billowing hippie-style
skirts became a wardrobe must.

    80s, 90s and today

    Confident and successful women lead the way through the prosperous
Eighties and Nineties in power skirts, with a brief period when hemlines
lengthened during the 1987 market crash. Clothing designers in 2008
reintroduced the bohemian-style skirt...did that trigger a recession?
    "Does the fashion trend historically lead or indicate the market
performance? That is up for debate," says Giselle Smejda, Brand Manager,
Schick Quattro for Women. "But, can Canadian women affect the stock market by
letting fashion lead the trend? It certainly can't hurt to try!"

    Free Your Skin(TM)

    Breaking out the miniskirt in support of the economy means showing some
smooth and sexy skin. The Schick Quattro for Women razor has four blades and
conditioning strips with aloe and skin-caring vitamins, to get the silkiest
legs possible. Its pivoting head and multiple grip points hug individual
curves. The no-slip grip and metal handle make every shave comfortable, even
in the steamiest of showers. The Schick Quattro for Women razor retails for
approximately $11.99.

    About Schick Canada

    Schick Canada, a division of Energizer Canada Inc., is a leading
manufacturer of high performance razors for men and women. Committed to the
development of shaving technology and innovation, Schick Canada has launched
some of the most successful razors in the market including Xtreme 3, the first
three-bladed disposable, Intuition, the first razor to provide a one step
shave and Quattro, the first four-bladed system and disposable razor. For more
information visit

    Moustakas, Irene. "Economic Theory: 'The Hemline Index" Loans by Irene.
    19 Aug. 2008. 9 Mar. 2009

    (*)Nesdoly, Tracey. "Manage your micro Cellulite has nowhere to hide;
    Hemlines head north as markets head south, another clue our world has
    become unmoored." Toronto Star 25 Oct. 2008: L01. "Recession Chic" Ed. Kate Betts. 27 Mar. 9 Mar. 2009,9171,1725954,00.html.

    /NOTE TO PHOTO EDITORS: A photo accompanying this release is available on
    the CNW Photo Network and archived at
    Additional archived images are also available on the CNW Photo Archive
    website at Images are free to accredited
    members of the media/

For further information:

For further information: Gina Kohn, Paradigm Public Relations, (416)
203-2223 x222,

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