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Schick begins chin-based campaign

Edgewell Personal Care has begun a new campaign promoting its Schick Hydro line of razors. The campaign encourages consumers to “celebrate our most overlooked and underappreciated facial feature, the noble chin.” The campaign includes a sponsorship of the Fall BeerFest T.O. and social media content, as well as influencer and media relations. In addition, the brand has created five “chin-shape archetypes” intended to help Canadian men identify what their chin type says about them. The campaign was developed by 6Degrees Integrated Communications, Paradigm Public Relations and Wavemaker.

“Humans are the only species with a chin and it plays a variety of important roles,” said Sumi Ram, brand manager for Schick Hydro. “We stay cheerful by keeping our chin up, handle hardship stoically by taking it on the chin, and rest our hand on it when deep in thought. Sadly, the chin doesn’t get the care it deserves, with our research revealing that a jaw-dropping 71% of men don’t pay attention to it in their grooming routines. Whether your chin is pointy and sleek, round with dimples, square or doubled, we want you to love your chin and celebrate your ‘chin-dividuality’ with Schick Hydro.”

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