Schick Launches Razor for Hispanic Heritage Month

Edgewell Personal Care's Schick leveraged September's designation as Hispanic Heritage Month to launch an exclusive razor at Target designed by Afro-Latina visual artist and author Reyna Noriega. The Schick Intuition x Reyna Noriega razor rolled out to Target stores and Target.com in September boasting a built-in moisturizing bar with organic aloe and a four-blade razor with a pivoting head. The limited-edition razor's handle showcases vibrant light turquoise and rose colors. Schick ran a display ad on Target.com communicating the razor was new, exclusive and designed by Noriega. A video on the brand's YouTube channel (see below) and multiple Instagram and Facebook updates also supported the launch. "I'm honored to be part of Schick Intuition's journey to make self-care an effortless, nurturing, and uplifting ritual," said Noriega in a media release from the brand. "Together, we aim to shine a spotlight on Latino artists and recognize the significance of representation in the art and beauty space. My work is inspired by my desire to uplift women of color in beautiful ways, and with this vibrant razor – for which I got to bring to life my love for color, plants and beautiful representations of the women I hope will use the razor – I seek to continue to share the joy and positivity of our Latino heritage while empowering everyone to embrace their unique beauty." The razor was designed to incorporate Noriega's signature aesthetic, and create a homage to the soulfulness and diversity of Latino heritage, according to the release. "Through this beautifully designed limited-edition razor, we seek to uplift multicultural voices, and shed light into the importance of representation in art and media – all while delivering an experience that feels good for her skin without compromising her shave," said Melissa Rossi, brand manager, strategy, for Schick Intuition at Edgewell Personal Care, in the release. Target also recently teamed with Procter & Gamble's Gillette Venus for another razor and shaving collaboration with lifestyle brand Rifle Paper Co.

Schick Launches Razor for Hispanic Heritage Month

P2PI MEMBERS

JOIN P2PI

Related Images

Business Topic

Company

Market Segment