SHELTON, Conn., March 10, 2022 /PRNewswire/ -- Edgewell
Personal Care (NYSE: EPC) announced today that
Schick is launching a new brand positioning that challenges the
grooming industry status quo with the debut of "Be You. No
One Else Can," a campaign that
celebrates men as they are and encourages them to embrace
their individuality. The rebrand includes a new logo, minimalist
packaging, redesigned website (Schick.com), video-led creative and
digital-first activations on Reddit and TikTok that give men a
platform to join the conversation and tell their unique
stories.
As a thought leader in the grooming space, Schick commissioned a
national survey to inform their consumer-first approach. The data
revealed that 85% of men prefer to see real, everyday people
depicted in ads, a message Schick took to heart. Schick worked with
creative agency Partners & Spade and Academy Award nominated
film director Mike Mills (C'Mon
C'Mon, 20th Century Women) to partner on the brand storytelling
featuring real interviews with men from across the country,
capturing unscripted content that champions authenticity. Rather
than featuring renowned celebrities, actors or models, the campaign
spotlights everyday men because Schick is a brand for every kind of
man. The rebrand brings Schick's legacy of listening to men to life
and represents it in a new, different and engaging way.
The ad spots feature Mills' signature human-centric approach,
bringing heartfelt, personal stories of men to life. The unfiltered
spots are presented via a minimalist, black and white presentation,
revealing the extraordinary within the ordinary and celebrating men
with quirks, flaws, passions and everything else that makes them
who they are.
"Shave category ads have put men in narrowly defined boxes for
many years, and what we heard with our survey is that men want this
type of advertising to depict real individuals. Grooming plays a
key role in self-expression, so we're reshaping the category
narrative by focusing on authentic representation to resonate with
our existing and broader target audience," said Matt Bell, Senior Vice President of Schick North America. "Our survey also
revealed that over 60% of men are not clean shaven, so we're
leading the charge by offering an extensive product portfolio that
is designed to fit individual hair and skin needs. Contrary to
traditional ads, our product will not be featured in our hero film
as we continue to push the boundaries of category expectations.
Knowing Partners & Spade are synonymous with breakthrough
creative strategy, we felt they were the ideal partner."
"We're thrilled to collaborate with an iconic brand with so much
history, and to start an important conversation that needs to be
had in 2022. By listening to men who are not always heard in
traditional advertising, we realized that individuality and
self-expression meant something completely different to every man.
It was a poignant and fascinating process, sometimes funny,
sometimes heavy, but always authentic," said Andy Spade, Creative Director of Partners &
Spade. "What we learned from this creative process is that men
have such varied preferences when it comes to expressing themselves
– how they choose to groom and shave, is very deliberate in how
they wish to present themselves to the world. Our non-traditional
creative approach captures this sentiment in a nuanced and
unexpected way. We want people to listen more to each other.
We think it's what the world needs right now."
Additional findings from Schick's national survey include the
following:
- Majority of men (7 in 10) wish they could see men that look
like them in personal care ads
- 75% of consumers look for brands that empower them to be their
unique self
- Personal grooming and facial hair contributes to freedom of
expression for nearly 7 in 10 men
- 80% of men believe that they gain a sense of confidence after
grooming
Schick is also taking to social media to continue listening to
men in real time with the intention of leveraging insights in
future communication. On Reddit, the brand is sparking a discussion
with an Ask Me Anything (AMA) series that encourages men to share
their unique stories. The brand will also launch a TikTok Hashtag
Challenge asking consumers "What is something people would be
surprised to know about you?" #SchickAsks starting March 10.
For more than 100 years, Schick has had a legacy of crafting
trusted tools that meet its consumers' distinct and diverse
needs. View the campaign ad spot here, and visit
Schick.com to learn more about the campaign and Schick's portfolio
of products.
About Edgewell Personal Care
Edgewell is a leading pure-play consumer products company with
an attractive, diversified portfolio of 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; Banana Boat, Hawaiian Tropic, Bulldog and Jack Black sun and skin care products; and Wet
Ones moist wipes. The Company has a broad global footprint and
operates in more than 50 markets, including the U.S., Canada, Mexico, Germany, Japan, the U.K. and Australia, with approximately 6,000 employees
worldwide.[i]
Media Contact
Edelman
Hafsa Mulla
Hafsa.Mulla@Edelman.com
[i] SCHICK, WILKINSON SWORD, EDGE, SKINTIMATE, STAYFREE,
CAREFREE, O.B., BANANA BOAT, HAWAIIAN TROPIC, BULLDOG, JACK BLACK and WET ONES and associated word
marks and logos are trademarks or registered trademarks of Edgewell
Personal Care LLC (or an Edgewell affiliate company) in
the United States and other
countries throughout the world. PLAYTEX is a registered trademark
in the United States and other
countries of Playtex Marketing Corporation and is used under
license.
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SOURCE Edgewell Personal Care