Shelton-based Edgewell Personal Care unveiled a rebranding campaign for its Schick grooming products to focus on real people and individuality.
The campaign’s “Be You. No One Else Can” branding effort “celebrates men as they are and encourages them to embrace their individuality,” the company said in a statement.
With the rebrand, Schick gets a new logo, a revamped website and new minimalist packaging. Social media branding efforts include 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.”
The rebrand was prompted by a survey that found 81% of men want brands to celebrate them for who they are instead of asking them to change, and 85% of men prefer to see everyday people in ads.
Matt Bell, senior vice president of Schick North America, said, “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.”
Schick will also expand its product line to meet the needs of men who are not clean-shaven, the majority of those surveyed. “We’re leading the charge by offering an extensive product portfolio that is designed to fit individual hair and skin needs,” Bell said.
Partners & Spade partnered with Schick on the rebrand and movie director Mike Mills, director of recent movies “C’Mon C’Mon” and “20th Century Women,” was hired to film interviews with men from across the country.”
Since taking over at Edgewell Personal Care in 2019, CEO Rod Little has revamped several of the company’s classic brands, which include Banana Boat, Hawaiian Tropic, Wet Ones, Playtex, Stayfree and Carefree in addition to Schick.
Contact Liese Klein at lklein@newhavenbiz.com.
