Executive Joe Lynch, who subsequently became Schick's president, was dispatched along with a colleague to take stock of the blade company. Orloff's idea was put into development along with a number of other projects, but it soon received greater attention in 2000 after Pfizer Inc. 'It worked really well considering how crude it was,' she said.' Orloff took the bar back to the lab, carved a hole in it, and stuck a razor cartridge in the hole. According to Forelle, 'Back in her room one evening after a session in Greenwich, Connecticut, Glennis Orloff, a Schick razor engineer, saw a small bar of hotel soap on the edge of the tub and wondered if she could figure out a way to lather up and shave at the same time. The primary conclusion was that they shaved in the shower, where they often fumbled with shaving gel. In 1999 Schick convened worldwide conferences where employees brainstormed about the way women shaved their legs. As Charles Forelle wrote in the Wall Street Journal, 'Women's razors weren't much more than men's versions with a pink handle.' Schick, which was looking to make inroads against its larger rival and industry leader Gillette Company, recognized in the late 1990s that there was an opening to exploit in the women's shaving category. HISTORICAL CONTEXTįor years women used men's shaving razors, and even as razor companies recognized that women's shaving products was a distinct category, the products made for women were little more than variations of men's products. The campaign also won a prestigious award, a 2005 bronze EFFIE in the Beauty Ads category of the annual EFFIE Awards sponsored by the New York American Marketing Association.

The 'Shaving Made Simple' campaign succeeded in doubling Schick's share of the women's shaving market and was an important step in Schick becoming a greater challenge to Gillette in the global shaving market. The song 'Intuition,' released by popular music star Jewel, was also licensed at the cost of $500,000. It featured television, radio, and print elements, all of which took a humorous approach to the problems women had shaving the traditional way. The $120 million 'Shaving Made Simple' campaign to introduce Intuition was launched in April 2003 and ran through the rest of the year. The result was Intuition, a three-blade pivoting razor with a conditioning soap that provided its own lather, ideal for use in the shower. But then Schick decided to develop a shaving product specifically intended for women.

Previously women had used men's razors to shave their legs, and even women's products were nothing more than a men's product in a feminine package. Shaving razors specifically marketed to women was a relatively new category.

Web site: SHAVING MADE SIMPLE CAMPAIGN OVERVIEWįor many years Schick-Wilkinson Sword was a distant second to Gillette Company in all categories of the global market for shaving products, but in the late 1990s Schick recognized an opening in the women's grooming category.

Schick intuition razor pink