#SCHICK HYDRO COMMERCIALS SKIN#
These technologies include an advanced hydrating gel reservoir that delivers hydration directly to men's skin as they shave and Skin Guards, innovative skin protectors that smooth skin out between blades to deliver a more comfortable shave.
#SCHICK HYDRO COMMERCIALS SERIES#
Both :30s are organized around a series of micro-vignettes that culminate with a geyser of water shooting dramatically from a man's face-a symbol of the unexpected blast of hydration that the razor delivers via first to market technologies. The build-up to the launch, the announcement of the launch are all milestones that would make sense to have the influencers be a part of and could, therefore, be viewed as a missed opportunity for Schick, said Cable.Anonymous Content Director Daniel Benmayor, via JWT, recently directed two smooth, varied spots introducing the new Schick Hydro razor. Cable said that he is familiar with YouTubers receiving $1,000-$10,000 for a branded video, which could roughly translate similarly for a television commercial. As of Monday, none of the influencers have appeared to reference Schick or their participation in its campaign on their social media channels. Lu said there is will be an additional social media campaign tied with the influencers, but nothing has been finalized and the brand declined to comment further. The earnings call was the same day that Edgewell dropped its pursuit to acquire Harry’s Inc., which was intended to help revitalize the company’s overall brand portfolio. In Edgwell’s most recent earnings call on February 10, Rod Little, Edgewell CEO, said that Edgwell was “further investing” in legacy personal care brands like Schick, Banana Boat and Playtex following the divestment of its infant care business. Lu added that Schick thought about whether its campaign would make sense during the current pandemic but ultimately decided that its focus on beauty routines would still be relevant. The focus is still on the razors’ precision and control, but the brand is attempting to be more playful. Schick now has a different positioning that will be demonstrated throughout 2020, starting with this campaign, according to Lu. The commercials are the first from Schick since 2017. She also said that Schick does not expect all commercial viewers to recognize its cast of influencers, but that the 18- to 34-year-old female demographic Schick is targeting is interested in beauty information from influencers and will recognize Schick’s references to beauty hacks. Lu declined to state the budget for the campaign but said it was not impacted by coronavirus. Different parts of the campaign direct viewers to retailers, such as Amazon (with the OTT ads) or Schick’s own DTC website, which launched in 2018 but makes up only a small portion of brand sales, Lu said. In the commercials commercial, an influencer is shown offering shaving hacks, such as using yogurt as shaving cream, before a voiceover talks about Schick Hydro Silk razors.
“When working with an influencer, the brand gets a bonus of working with someone who has an additional reach that is comparable to that of a television network.” He referenced Gigi Gorgeous’ role on Amazon’s original show “Upload” and James Charles’ creation of a reality show called “Instant Influencer,” which is featured on his YouTube channel. “Influencers have talent agents now and are making segues into the world of acting the line is getting blurred between social media, video and television,” he said.
YouTubers are particularly adept for this kind of brand campaign, as they are trained in front of cameras much like actors, said Rigel Cable, digital commerce company Astound Commerce’s director of analytics. “We were doing research and seeing what types of tips beauty influencers were coming up with, and were inspired by the process,” said Nancy Lu, Schick Hydro Silk brand manager. It also represents a new take on an omnichannel playbook that centers on digital. As the influencer economy has matured and individuals like Jeffree Starr and James Charles have become bona fide celebrities, the transition from social media to commercials reads as a natural evolution.
Commercials represent a departure from how beauty brands typically work with social media-native personalities.
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