![]() ![]() This challenge inspired us to create a campaign that gives men more of what they want to see in advertising – as uncovered by our national survey of men in the US – an authentic, relatable take on male self-expression and individuality. Sixty percent of men are not clean-shaven, so as a grooming and shave brand, we needed to work harder than ever to earn their trust and attention. What challenges were there in making this transition? Offering a seamless customer experience within the category is also a priority for us, so we revamped our packaging in a way that can be easily found on shelf to address the diverse needs of our consumers. Our strategic redesign allowed us to illustrate Schick’s distinct point of view and that we as a brand are continuing to evolve by listening and engaging with consumers to ultimately meet their changing grooming needs. With this new brand positioning, Schick is acknowledging the role that grooming plays in self-expression and individuality. What does this redesign mean for the brand overall? Whether you're shaving sensitive skin, erasing seven days of stubble, trimming your beard, or something in between, we have a tool for you. To us, those differences are what make life interesting. We didn’t see any brand that was really listening to men, giving them the mic and showing men as they are.Īs a leader in the category, we wanted to shift that narrative and instead focus on embracing and highlighting men and their differences. As we looked across the grooming category, we saw brands were typically telling men how to be or showing them a certain archetype of what it means to be a man. We think there is tremendous value in acknowledging men’s uniqueness and supporting their authentic selves. What is the value of bringing the “real people” model into the male personal care space? 80% of men believe that they gain a sense of confidence after grooming.Personal grooming and facial hair contributes to freedom of expression for nearly 7 in 10 men. ![]() 75% of consumers look for brands that empower them to be their unique self.81% of men would prefer that brands celebrate them for who they are instead of asking them to change.85% of men prefer to see real, ordinary and everyday people depicted in ads.8 in 10 men don’t want brands telling them how to be an individual.Key findings from Schick’s national survey include: Key findings from the Schick nation wide survey ![]()
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