Schick-Wilkinson Sword: Shaving Made Simple campaign
Ed DingerOVERVIEW
For 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. Shaving razors specifically marketed to women was a relatively new category. 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. But then Schick decided to develop a shaving product specifically intended for women. The result was Intuition, a three-blade...