Schick - Making A Private Buzz Public

Bikini maintenance for women is like Fight Club for men: the first rule is you don't talk about it. Schick wanted to find a way to make women comfortable so they'd talk about TrimStyle to everyone and anyone, and in doing so, compete with Gillette's massive media voice.

Schick – Making A Private Buzz Public

JWT, New York


Making a Private Buzz Public

It's Why Oprah Says “Vajayjay” Instead of Vagina.

When it comes to bikini maintenance women speak in code, ranging from polite and vague to irreverent and humorous. This was our discovery and the cultural truth Planning would propagate to give both Schick and women permission to openly discuss a new razor, one that also trimmed the hair “down there.”

When It Comes To “Down There,” Mum's the Word.

Bikini maintenance for women is like Fight Club for men: the first rule is you don't...

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