Schick, the greater than 100 12 months outdated razor model, is again with a brand new artistic marketing campaign known as “Be You. No One Else Can.” Owned by Edgewell Personal Care Products, which additionally counts Wilkinson Sword, Playtex, Stayfree, Banana Boat, and Hawaiian Tropic amongst its portfolio, Schick is implementing the marketing campaign as a part of a significant rebrand. Part of the rebrand is positioning that focuses on males’s individuality and self-expression.
Schick’s rebrand is analysis pushed. The model commissioned research displaying that 8 in 10 males don’t want manufacturers telling them tips on how to be a person, whereas 85% report that they like to see actual, peculiar males in adverts. Moreover, Schick’s new positioning is knowledgeable by its discovering that 81% of males would like manufacturers to have a good time them for who they’re as an alternative of asking them to vary. Indeed, the brand new marketing campaign strikes a stark distinction with Gillette’s controversial 2019 “We Believe: The Best a Man Can Be” video that centered on “toxic masculinity.”
The new spot from the marketing campaign, directed by Academy Award-nominated director Mike Mills, and produced by Partners & Spade, options actual males, versus actors, and brings peculiar guys into the highlight.
Matt Bell, Edgewell’s Senior Vice President and General Manager, describes Schick’s new positioning as a part of the rebrand as follows:
“Our new positioning was informed by Schick’s national research which revealed that brands in the grooming category were telling men how to be or showing them a certain archetype of what it means to be a man. Brands weren’t really listening to men and celebrating men as they are. As a leader in the category, we wanted to shift that narrative and instead focus on embracing and highlighting men and their uniqueness. The decision to launch this rebrand was powered by our brand’s mission of being the shave brand for every kind of man and bringing real, ordinary and nuanced men – who are often overlooked in the industry – into the spotlight. From personal interests and pursuits to facial grooming choices – a myriad of factors contribute to how men are seen and how they want to be seen, which is clearly depicted in our latest campaign “Be you. No one else can.”
Schick’s analysis additionally discovered that 60% of immediately’s males are usually not clear shaven. In response, the model is utilizing minimalist packaging that communicates product advantages related to distinctive wants that males have in private grooming. In addition, it has expanded its product line to fulfill the distinctive wants of frequent shavers and non-shavers alike. Regarding adjustments within the product line, Bell, a graduate of Penn State University and a Harvard MBA, notes that Schick’s mission has at all times been to be the shave model for each sort of man:
“We offer men various tools that they can trust – from razors for everyday facial shaving, head shaving, shaping, shaving longer hair, beard trimming, and more. As most men are transitioning from their work-from-home routine and are returning to the office, we wanted to create tools that allow them to seamlessly change up their looks and grooming styles throughout the week without jeopardizing their experience and comfort. Last year we launched the Hydro® Stubble Eraser Razor which features a unique comb design that allows men to shave up to seven days of stubble with less tug and pull. With the ability to shave longer hair, the razor is geared towards men who like to change up their grooming styles throughout the week. We also have the Precision Razor which allows men to achieve crisp lines for their facial hair and hairlines. In addition to this, our 4-in-1 Groomer enables users to maintain beards and their facial hair styles, and our Xtreme Razor makes head shaving seamless as it easily adapts to unique curves and contours.”
The model deployed a digital first marketing campaign by launching its anthem video which highlighted the tales of males versus instantly touting the model. Schick’s client dealing with marketing campaign options minimalist, unscripted black and white spots to strengthen the emphasis on common guys being who they’re. In order to spice up engagement and two approach communication, Schick is asking its viewers to share tales on Tik Tol and Reddit. A hashtag problem on TikTok that has generated greater than 8.1 billion video views whereas reaching 90.96 million customers at an engagement price of 13.74%. Meanwhile, on Reddit, the model is working its Ask Me Anything (AMA) collection that encourages males to share their very own distinctive tales. These kinds of engagement can very a lot assist to construct model resonance.
While the physique positivity motion has been having what many see to be a optimistic influence on producing a bigger variety of extra life like portrayals of girls in promoting, the same deal with males and individuality has been largely absent from promoting. Schick is on to one thing right here— and the broader rebrand specializing in assembly the desires and desires of males who’ve completely different shaving wants holds appreciable potential.