Schick Razors Reminds Men That 'Skin Has Feelings' in Campaign from MullenLowe NY

Schick Hydro Skin Comfort launches a new brand design and an innovative razor, the Stubble Eraser, with a campaign that reminds men, 'Your Skin Has Feelings'. While the shaving category is filled with tropes that include traditionally rugged masculine cues and a focus on blades as steely technology, Schick Hydro is speaking to modern men who embrace their sensitive side with work that shows love to his relationship with skin.

MullenLowe NY created a campaign that is both cinematic and warm in its photography while also vibrant and playful with the bold new brand colours. With an intimate focus on a range of diverse male profiles in various states of shave, the audience is treated to a collection of witty headlines that address the various ways men truly do have a relationship with their skin. Whether its the tongue-in-cheek tone of 'Skin’s Friend with Benefits' or a reminder that 'Making Up is the Best Part' for the Hydro Skin Comfort after shave gel, the campaign uses each execution to reinforces the metaphor.

The brand film, directed by 'Durex Moist' filmmaker Kate Cox, dramatizes the irritation of past slights from other razors and encourages men to 'Break-Up' with them and mend their skin’s feelings with Schick.