Schick reframes shaving as skincare routine

Consumer expectations in personal care are shifting, with growing demand for products that go beyond function to actively support skin health.

Against this backdrop, Edgewell Personal Care is repositioning its Schick brand around a skin-first proposition, aiming to redefine shaving as the first step in skincare rather than a standalone grooming routine.

The approach responds to dissatisfaction in the category, where more than half of US consumers report issues such as dryness and irritation linked to their current razors, according to Mintel data. Schick’s strategy seeks to address this gap by aligning product performance with skincare outcomes.

Shaving repositioned as part of skincare routine

The brand’s “Do Right By Your Skin” campaign positions shaving as an extension of skin care, rather than a purely hair-removal process. The messaging reflects a broader shift in grooming categories where moisturising, protection and comfort are increasingly central to product development and communication.

The Schick portfolio spans both men’s and women’s products, including Hydro Sensitive, Xtreme 3, Hydro Silk and Intuition, with formulations featuring ingredients such as aloe, hyaluronic acid, pro vitamin B5 and chamomile.

Vildan Oenpeker, SVP & General Manager, U.S. Hair Removal, Edgewell Personal Care: "We're proud to unveil our refreshed brand narrative—building on our heritage and expertise in hair removal while redefining the category through a skin-first perspective. For too long, shaving has focused just on the process of removing hair, and not enough on the impact it has on your skin. At its core, our campaign reflects a simple belief: shaving should leave your skin looking and feeling its best."

Celebrity-led storytelling reinforces self-care positioning

The campaign features singer-songwriter Nick Jonas, positioning shaving as part of a broader self-care routine. The creative direction aims to normalise grooming as a wellbeing practice rather than a functional task, aligning with wider cultural trends around personal care and wellness.

Nick Jonas: "Taking care of my skin is a big part of my daily routine. I partnered with Schick because their razors help me look and feel my best. The products keep my skin smooth and hydrated, and that makes a real difference for me."

Skincare cues shape creative and brand identity

Developed with BBH USA, the campaign draws on visual and sensory cues from the skincare category to reposition Schick within a more premium, care-led framework. The creative strategy highlights ingredients and texture-led messaging typically associated with skincare brands.

Jane Cronk, Executive Creative Director at BBH USA: "To reposition Schick, we relaunched it like a skincare brand would - by partnering with a trusted, fresh-faced celebrity. Nick helped create a sensorial campaign highlighting the ingredients behind every shave. The result reframes Schick as the razor that's been 'doing right by your skin' for decades."

www.schick.com

www.edgewell.com

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