Schick Hydro Silk Razors Showcases Not-So-Smooth Awkward Moments

Schick Hydro Silk is relaunching its iconic brand with a campaign that redefines the role shaving plays in women’s lives - because let’s face it, there are bigger things to worry about. With a cheeky reminder that ‘Hey, At Least Your Shave is Smooth,’ the campaign brings levity to life’s awkward moments.

‘Hey, At Least Your Shave is Smooth’ flips traditional beauty advertising on its head, using humour and grounded storytelling to connect with real women. Directed by rising comedy talent Florence Winter-Hill, and featuring a standout female-led production team, the campaign delivers a fresh, filmic approach to personal care.

With DP Diana Olifirova (Bridgerton, Heartstopper), Editor Sophia Lou (Nike, Frida Mom), and colourist Roslyn Di Sisto (Taylor Swift), the films capture awkward moments with authenticity and cinematic flair. The campaign spans CTV, social, e-retail, and in-store, marking a significant creative and strategic shift for the brand.

"We’re so excited for the release of our new campaign. There is tremendous equity in the Schick Hydro Silk brand, and we can’t wait to reach more women with our new, light hearted campaign that talks to women, like women talk to women.” said Jeanne Collins, head of marketing shave, Edgewell Personal Care

“Relaunching a legacy brand takes more than just a great idea - it requires deep strategic thinking, bold creative execution, and an unrelenting commitment to every detail. Our team poured everything into this campaign to help the brand reclaim relevance and win the hearts of consumers and retailers alike.” said Courtney Berry, president and co-founder, Bandits & Friends.

“Sometimes you go to a gyno appointment and are greeted with seven med students. And sometimes you get to turn that very awkward life moment into a commercial. I’m grateful that Schick Hydro Silk wanted to create an honest campaign that talked to women in a very real way.” said Courtney Hoenicke, senior copywriter, Bandits & Friends.

"The ideas for these films felt so relatable, real, and genuinely laugh-out-loud funny to me, so going for a grounded approach, with a focus on authentic, realistic performances felt like the perfect fit. We aimed for a filmic style that felt real, comedic and accessible, and our incredible cast brought that vision to life effortlessly. Collaborating with the team was such a rewarding experience; it felt like we were all fully invested in creating something truly special." said Florence Winter Hill, director.