CT-Based Schick Brand Launches New Men’s Marketing Effort – Connecticut by the Numbers

Data revealed that 85% of men prefer to see real, regular people portrayed in ads. Schick has worked with creative agency Partners & Spade and Oscar-nominated director Mike Mills (C’Mon C’Mon, Women of the 20th Century) to partner with brand storytelling with real interviews with men from across the country, capturing unscripted content that champions authenticity. The rebranding brings Schick’s “men’s listening heritage to life and represents it in a new, different, and engaging way…celebrating men with quirks, flaws, passions, and all that makes them what they are”.

Additional findings from Schick’s national survey are as follows:

• The majority of men (7 out of 10) would like to see men who look like them in personal care ads

• 75% of consumers are looking for brands that allow them to be themselves

• Personal grooming and facial hair contribute to freedom of expression for almost 7 out of 10 men

• 80% of men think they gain confidence after grooming

Edgewell is a leading consumer products company with a diverse portfolio of established brands such as Milford-based Schick and Wilkinson Sword men’s and women’s shaving systems and disposable razors; Edge and Skintimate shaving products; Playtex, Stayfree, Carefree and ob feminine care products; Banana Boat, Hawaiian Tropic, Bulldog and Jack Black sunscreen and skincare products; and Wet Ones wet wipes.

The company has a broad global presence and operates in more than 50 markets, including the United States, Canada, Mexico, Germany, Japan, United Kingdom and Australia, with approximately 6,000 employees in the world.

“Ads in the Shaving category have placed men in narrowly defined boxes for many years, and what we’ve heard with our survey is that men want this type of ad to represent real individuals. Grooming plays a key role in self-expression, so we’re remaking the category narrative with a focus 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 unclean shaven, so we’re leading the charge by offering a wide range of products designed to meet individual hair and skin needs.”

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