The highly competitive market of men’s razors has changed drastically the last few years. Newcomers like Harry’s and Dollar Shave Club put pressure on Schick from one side, and industry behemoth Gillette continued to outspend them on the other.

We re-positioned the brand from functional to emotional, redefining manhood in an increasingly individualistic way for Millenials and Gen Z.

We re-positioned the brand from functional to emotional. We dumped the old clichés and embraced a more individualistic and vulnerable story.

Todays man challenges the square-jawed jock of shaving commercials past. We directed our focus on celebrating individuality and a product that adapts to each man.