Warner-Lambert Company: Schick Tracer Fx campaign
Sarah MilsteinOverview
In 1995 Schick, a unit of the Warner-Lambert Company since 1970, introduced the Tracer FX, a permanent razor that was designed to alleviate shaving irritation. The product was targeted at young men with sensitive skin and was positioned against the Gillette Company's Sensor Excel, which incorporated a handful of high-tech safety and comfort features. To launch the Tracer FX, the J. Walter Thompson advertising agency created a campaign the showed the model Magali shaving her face and flirting with male viewers. The ads were a hit, and the product debuted with...