Razor blades are about as commodity-based as a product category can get. For years Schick was the challenger brand to the big spending, femme archetype that was Gillette Venus. There was a point when performance, technology advancements and increasing numbers of blades was the primary story.

But the rise of DTC brands like Billie, and Flamingo, started repositioning the market around evolving generational ideas of gender and femininity.

As can often be the case when trends shift, a lot of brands tend to circle the same storytelling and aesthetic tropes. We started looking for a raison d’etre and a value the brand shared with its audience that would set Hyrdo Silk apart.

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Deeper research brought to light that many millennial consumer want to be her best, for her own sake. She is over the expectation that self-care is primarily about attracting the attention of men.

She is a Beauty Enthusiast. She is an ambitious, goal-oriented woman who is driven to succeed. She has a healthy obsession with mastering every aspect of her routine, because when she’s on point, life is on point.

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We evolved the brand’s look, feel and tone through the personality of the hero. Archetypally Hydro Silk as the hero seeks to impact the world through mastery.

We worked to interpret what that sense of mastery might mean and manifest as for our beauty consumer.

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Tap into a beauty-inspired, style-driven look and feel. Terrazzo textures and millennial color palettes refresh the offering to a new generation of Hydro Silk coming-of-age consumers that are ready-to-buy and/or be gifted their first better razor.

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Schick Hydro Silk is:

Passionate
(Audacious, Purposeful, Tenacious)

Meticulous
(Extraordinary, Exceptional, Masterful)

Resolute
(Strong, Poised, Uncompromising)

Genuine
(Approachable, Inviting, Honest)

Energetic
(Charismatic, Vibrant, Animated)

Schick Hydro Silk is not:

Insistent
(Stiff, Unwavering, Restless)

Nit-picky
(Derogatory, Overwhelming, Critical)

Rebellious
(Formidable, Intimidating, Unruly)

Saccharine
(Naïve, Delicate, Soft)

Complacent
(Breezy, Compliant, Nonchalant)

 
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 Deliverables

  • Brand Personality

  • Creative Direction

  • Messaging

  • Key Visuals

  • Design

Special Thanks To:

Mullen Lowe Profero
Agency

Aaron Clinger
Allison Rude
Creative Directors

Andrea Schulz
Strategy Director

Suze Jump
Account Director