Facing stagnant category growth, it was time to think beyond a razor story. With insight that illuminated the lack of routine and understanding of how to properly care for her legs, we coupled the range of Schick and Skintimate products to create the category’s first leg care regimen.
We empowered women…to rock their legs. Armed with a simple regimen, “Ready. Shave. Shine.”, we took shaving from chore to confidence-boosting routine. Anchored by Pitch Perfect 2, the film’s success and our shopper campaign, we galvanized women to think differently about their leg care and break out of autopilot shopping behavior.