Schick Launches Skin-First Shaving Strategy with New Campaign
Written by Emily J. Thompson, Senior Investment Analyst
Updated: Apr 29 2026
0mins
Source: PRnewswire
- Brand Strategy Shift: Schick launches its skin-first campaign “Do Right By Your Skin,” emphasizing that shaving is not just about hair removal but also the first step in skincare, aiming to improve consumer satisfaction, particularly addressing the dissatisfaction of over 50% of U.S. consumers with their current razors.
- Product Innovation: The new product line includes Hydro Sensitive, Xtreme 3, Hydro Silk, and Intuition, featuring skin-loving ingredients like aloe, hyaluronic acid, and pro-vitamin B5, designed to provide a comfortable shave while keeping skin moisturized and reducing irritation and cuts, enhancing the brand's competitiveness in the skincare market.
- Celebrity Endorsement Impact: Partnering with renowned singer Nick Jonas, the campaign leverages his influence to elevate the brand image, promoting shaving as a form of self-care and aiming to shift consumer perceptions of shaving from a chore to a beneficial routine.
- Market Positioning Redefinition: Collaborating with BBH USA, Schick redefines its brand image by adopting skincare brand marketing strategies, showcasing how its products care for the skin during shaving, thereby enhancing consumer loyalty and market share.
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Analyst Views on EPC
Wall Street analysts forecast EPC stock price to rise
5 Analyst Rating
3 Buy
2 Hold
0 Sell
Moderate Buy
Current: 22.650
Low
19.00
Averages
23.60
High
32.00
Current: 22.650
Low
19.00
Averages
23.60
High
32.00
About EPC
Edgewell Personal Care Company is a manufacturer and marketer of personal care products. With operations in approximately 20 countries, its products are widely available in more than 50 countries. The Company has three segments: Wet Shave, Sun and Skin Care, and Feminine Care. The Wet Shave segment consists of products sold under the Schick, Wilkinson Sword, Edge, Skintimate, Billie, Shave Guard and its custom brands group, as well as non-branded products. The Company’s Wet Shave products include razor handles and refillable blades, disposable shave products, and shaving gels and creams. The Sun and Skin Care segment products are sold under the Banana Boat, Hawaiian Tropic, Bulldog, Jack Black, Cremo and Wet Ones brand names. Feminine Care markets products under the Playtex, Stayfree, Carefree and o.b. brands. It offers tampons under the Playtex Gentle Glide 360, Playtex Sport, Playtex and o.b. brands. It also markets pads and liners under the Stayfree and Carefree brands.
About the author
Emily J. Thompson
Emily J. Thompson, a Chartered Financial Analyst (CFA) with 12 years in investment research, graduated with honors from the Wharton School. Specializing in industrial and technology stocks, she provides in-depth analysis for Intellectia’s earnings and market brief reports.
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- Product Innovation: The new product line includes Hydro Sensitive, Xtreme 3, Hydro Silk, and Intuition, featuring skin-loving ingredients like aloe, hyaluronic acid, and pro-vitamin B5, designed to provide a comfortable shave while keeping skin moisturized and reducing irritation and cuts, enhancing the brand's competitiveness in the skincare market.
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See More
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- Brand Philosophy Shift: Schick launches the 'Do Right By Your Skin' campaign, emphasizing that shaving is not just about hair removal but the first step in skincare, aiming to enhance consumer satisfaction, especially as over half of U.S. consumers express dissatisfaction with their current razors.
- Product Innovation: The new razor lineup, including Hydro Sensitive, Xtreme 3, Hydro Silk, and Intuition, incorporates skin-loving ingredients like aloe, hyaluronic acid, and pro-vitamin B5, designed to provide a comfortable shave while reducing dryness and irritation, thereby enhancing the brand's competitiveness in the skincare sector.
- Celebrity Endorsement Impact: Partnering with renowned singer Nick Jonas aims to redefine shaving as a form of self-care through his influence, leveraging his image to boost brand awareness and attract younger consumers to the connection between skincare and shaving.
- Market Positioning Redefinition: Schick collaborates with BBH USA to adopt skincare brand promotion strategies, reshaping its brand image and emphasizing its long-standing commitment to skincare, with the goal of increasing market share and enhancing consumer loyalty through this new strategic approach.
See More
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- IPO Plans Emerging: The company is considering an initial public offering in the second half of 2024, aiming to attract a broader investor base and enhance its capital structure to support brand investments and market expansion, showcasing confidence in its future growth.
- Ongoing Acquisition Strategy: In 2025, Mammoth acquired the premium diaper brand Coterie for over $1 billion, with Coterie reporting over $200 million in net revenue over the past year, a nearly 60% increase, highlighting Mammoth's proactive approach to expanding its product lines and market share.
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- New Campaign Launch: Hawaiian Tropic introduces a dance-themed campaign featuring the nostalgic '90s hit 'I Touch Myself', aiming to transform the sunscreen application process into a fun and confident dance experience, which is expected to attract a large number of young consumers.
- Celebrity Collaboration: Social media personality Alix Earle partners with the brand again, leveraging her success on 'Dancing with the Stars' to enhance brand visibility and engagement, which is anticipated to significantly boost the brand's social media interaction rates.
- Media Partnership: For the first time, Hawaiian Tropic becomes the official suncare partner of 'Sports Illustrated Swimsuit 2026', planning extensive media promotions and social media activities to increase brand exposure and attract target audiences, which is expected to drive sales growth.
- Dance Tutorial Release: The brand will launch a dance tutorial encouraging consumers to replicate the dance moves from the video, enhancing brand engagement and customer loyalty, which is anticipated to further solidify Hawaiian Tropic's leadership position in the sunscreen market.
See More
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- New Campaign Launch: Hawaiian Tropic introduces a dance-themed summer campaign featuring the nostalgic '90s hit 'I Touch Myself', aiming to enhance consumer engagement with sunscreen application, which is expected to significantly boost brand appeal among younger demographics.
- Celebrity Collaboration: Social media influencer Alix Earle partners with the brand again, leveraging her popularity from 'Dancing with the Stars' to attract more viewers, which is anticipated to drive social media interaction and brand visibility.
- Media Partnership: The campaign marks an official partnership with Sports Illustrated Swimsuit, planning extensive media promotions during Swim Week, which is expected to elevate brand awareness and drive sales growth.
- Dance Tutorial Release: The brand will launch a dance tutorial encouraging consumers to replicate the video’s dance moves, which is expected to enhance consumer engagement and brand loyalty while increasing sunscreen usage frequency.
See More
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See More
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- Brand Strategy Shift: Schick launches its skin-first campaign “Do Right By Your Skin,” emphasizing that shaving is not just about hair removal but also the first step in skincare, aiming to improve consumer satisfaction, particularly addressing the dissatisfaction of over 50% of U.S. consumers with their current razors.
- Product Innovation: The new product line includes Hydro Sensitive, Xtreme 3, Hydro Silk, and Intuition, featuring skin-loving ingredients like aloe, hyaluronic acid, and pro-vitamin B5, designed to provide a comfortable shave while keeping skin moisturized and reducing irritation and cuts, enhancing the brand's competitiveness in the skincare market.
- Celebrity Endorsement Impact: Partnering with renowned singer Nick Jonas, the campaign leverages his influence to elevate the brand image, promoting shaving as a form of self-care and aiming to shift consumer perceptions of shaving from a chore to a beneficial routine.
- Market Positioning Redefinition: Collaborating with BBH USA, Schick redefines its brand image by adopting skincare brand marketing strategies, showcasing how its products care for the skin during shaving, thereby enhancing consumer loyalty and market share.
See More
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- Brand Philosophy Shift: Schick launches the 'Do Right By Your Skin' campaign, emphasizing that shaving is not just about hair removal but the first step in skincare, aiming to enhance consumer satisfaction, especially as over half of U.S. consumers express dissatisfaction with their current razors.
- Product Innovation: The new razor lineup, including Hydro Sensitive, Xtreme 3, Hydro Silk, and Intuition, incorporates skin-loving ingredients like aloe, hyaluronic acid, and pro-vitamin B5, designed to provide a comfortable shave while reducing dryness and irritation, thereby enhancing the brand's competitiveness in the skincare sector.
- Celebrity Endorsement Impact: Partnering with renowned singer Nick Jonas aims to redefine shaving as a form of self-care through his influence, leveraging his image to boost brand awareness and attract younger consumers to the connection between skincare and shaving.
- Market Positioning Redefinition: Schick collaborates with BBH USA to adopt skincare brand promotion strategies, reshaping its brand image and emphasizing its long-standing commitment to skincare, with the goal of increasing market share and enhancing consumer loyalty through this new strategic approach.
See More
