Edgewell Personal Care (NYSE: EPC) announced today that Schick is launching a new brand positioning that challenges the grooming industry status quo with the debut of “Be You. No One Else Can,” a campaign that celebrates men as they are and encourages them to embrace their individuality. The rebrand includes a new logo, minimalist packaging, redesigned website (Schick.com), video-led creative and digital-first activations on Reddit and TikTok that give men a platform to join the conversation and tell their unique stories.
As a thought leader in the grooming space, Schick commissioned a national survey to inform their consumer-first approach. The data revealed that 85% of men prefer to see real, everyday people depicted in ads, a message Schick took to heart.