US razor maker Schick is launching a new brand positioning encouraging men to celebrate their individuality with its ‘Be You. No One Else Can’ campaign.
The new positioning follows a US-wide survey commissioned by Schick which revealed 85% of men prefer to see real, everyday people depicted in ads.
The Edgewell Personal Care-owned grooming label worked with creative agency Partners & Spade and film director Mike Mills on storytelling which features real interviews with men from across the US, capturing authentic unscripted content.
The unfiltered spots are delivered via minimalist, black and white presentation, celebrating men’s quirks, flaws and passions, said Schick.
The rebrand further encompasses a new logo, minimalist packaging and a redesigned website at schick.com, as well as digital-first activations on Reddit and TikTok, aimed at giving men a platform to tell their stories.
“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. Grooming plays a key role in self-expression, so we're reshaping the category narrative by focusing 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 not clean shaven, so we're leading the charge by offering an extensive product portfolio that is designed to fit individual hair and skin needs.
“Contrary to traditional ads, our product will not be featured in our hero film as we continue to push the boundaries of category expectations.”