The exclusive prototype mirror launches an
'unfiltered' conversation in celebration of the new Schick Hydro
Silk Dermaplaning Wand.
SHELTON,
Conn., May 10, 2022 /PRNewswire/ -- To launch the
new Hydro Silk Dermaplaning Wand, Edgewell Personal
Care (NYSE: EPC) announced today that Schick Hydro Silk is
encouraging all women to ditch filters on social media by
introducing The Hydro Silk Unfiltered Beauty Mirror, a
first-of-its-kind prototype that livestreams unedited content.
Unlike other beauty mirrors, the prototype is uniquely designed to
build emotional awareness and self-compassion, encouraging women to
face and embrace their up-close reflection by generating authentic,
unfiltered beauty content. Featuring a built-in smartphone
slot that allows users to stream live content from the mirror's
reflection on Instagram and TikTok, it eliminates distracting
likes, comments, shares from followers in real-time, removing the
ability to filter content before sharing with the world.
As a brand that's committed to helping women look and feel their
best from head to toe, Hydro Silk is on a mission to make all women
feel confident and embrace their unfiltered beauty. According to
the SeekHer Shift 2022 Report on the State of Women's Mental
Health, social media has a strong impact on beauty standards. In
fact, 31.8% of women say their body image and self-esteem are
negatively impacted by social media, while 42.3% say they have
difficulty showing themselves forgiveness and self-love because
their imperfections make them feel less worthy or valuable as a
person. As part of the Hydro Silk's "You, Unfiltered" campaign,
beauty influencers will use the innovative mirror to produce live,
unfiltered beauty content across Instagram and TikTok during the
month of May, to align with Mental Health Awareness Month.
"Our journey to launch was challenging, as we spent months
trying to secure a prominent woman who would get up-close, ditch
the filters and dermaplane live, but everyone we asked was
uncomfortable with the idea," said Melissa Murphy, Senior Brand Manager for Schick
Hydro Silk. "We realized that while the conversation about
going unfiltered isn't necessarily 'new', many well-known
influencers, whom millions of women look up to, still don't feel
comfortable being completely vulnerable and unfiltered. That told
us how important this message was, so we pivoted our strategy and
challenged a group of authentic and diverse social media
influencers to share their stories and kick-start a new
conversation about beauty."
To showcase the mirror prototype, several beauty influencers
will live-demo the new Hydro Silk Dermaplaning Wand while speaking
to the mental benefits of being unfiltered, and share how it boosts
their confidence inside and out. The brand hopes that these
authentic experiences about the unrealistic beauty standards that
permeate our society will spark an open dialogue during Mental
Health Awareness Month and beyond.
Consumers are encouraged to tune into the live sessions then get
up-close, embrace their natural authentic selves, and share their
unfiltered content using the Hydro Silk Dermaplaning Wand with the
hashtag #HydroSilkUnfiltered. To tune into the live sessions,
consumers can follow Hydro Silk on Instagram @schickhydrosilk to
learn more about upcoming livestreams.
The Hydro Silk Dermaplaning Wand is a new refillable, premium,
full-face dermaplaning tool. The product features a professionally
inspired ergonomic handle, exfoliating edge with unique micro
guards to protect delicate facial skin, and offers seven skin
benefits, including:
- Removes fine hairs
- Radiant skin
- Smooths
- Softens
- Improves skin texture
- Helps absorption of lotions and serums
- Smooth make-up application
This multi-purpose tool is dermatologist-tested and clinically
proven to create a flawless base for makeup or skincare product
application and makes it easy to skip the salon and dermaplane from
home. The Hydro Silk Dermaplaning Wand is currently available for
purchase in stores, on retailer websites and at Schick.com.
To further the conversation, Hydro Silk worked with its beauty
influencer partners to identify SeekHer Foundation, an organization
that amplifies advocacy for women's mental health. Their advocacy
projects spotlight the unique challenges disproportionately
impacting women to find sustainable solutions that better support
their well-being. Hydro Silk will support the organization with a
one-time donation this Mental Health Awareness Month.
About Edgewell Personal Care
Edgewell is a leading consumer products company with an
attractive, diversified portfolio of established brand names such
as Schick® and Wilkinson Sword® men's shaving products; Schick® and
Billie® women's shaving products; Edge® and Skintimate® shave
preparations; Playtex®, Stayfree®, Carefree® and o.b.® feminine
care products; Banana Boat®, Hawaiian Tropic®, Bulldog®, Jack
Black® and Cremo® 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.1
Media Contact
Hafsa Mulla
hafsa.mulla@edelman.com
1 SCHICK, WILKINSON SWORD, BILLIE, EDGE, SKINTIMATE,
STAYFREE, CAREFREE, O.B., BANANA BOAT, HAWAIIAN TROPIC, BULLDOG,
JACK BLACK, CREMO 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