With its fully bendy blades, Schick’s Xtreme razor emblem, when you consider that its release in the 2000s, has targeted its advertising and marketing on head-shaving as the final “torture test” to show its attributes—the truth that the blades reply to and adapt to contours across the face and head. To modernize that messaging and form a community for its customers with bald heads, Schick Xtreme created Bald Important People, a brand new campaign launched in the course of New York Fashion Week with an extraordinary event for the emblem’s “BIPs.” (See what they did there?)
To increase the program, Schick turned to analyze that indicates two-thirds of American guys will revel in hair loss by the time they’re 35. At the identical time, private care brands continue to push products to “save” hair, thereby, “promoting men on a stigma,” according to Schick. The emblem tapped into on line communities, from Instagram to Reddit, providing conversations among men (and some women) who want to make the leap and shave their heads, but who want a further push and recommendation from different guys with enjoy.
“It’s something we concept we had complete ownership rights to exploit and tackle as our personal customized emblem undertaking and mantra,” says Nicole Cizynski, senior emblem supervisor at Edgewell Personal Care. “We desired to construct more of that sense of community and convey to lifestyles the logo cause round pushing men to stay on the quit of their comfort zones, so we thought that this was a pleasant way to try this that also links again to our product blessings.”
The Bald Important People marketing campaign kicked off with the release of the baldimportantpeople.Com microsite on Aug. 26. Schick labored with influencers to help unfold the phrase approximately this new platform and inform their very own personal testimonies approximately what sparked them to go bald. The microsite capabilities a gate that requires get entry to in your device’s video display to have your image scanned with Bald Recognition Technology. If the experiment detects hair, the person can’t enter the BIP Club at the web site. (But, absolutely everyone does get a discount code for trying, hair or no longer.) For the men that pass the check, they turn out to be part of an online network and have get entry to to merchandise, like the Xtreme3 Sensitive Disposable Razor and the Xtreme3 Pivot Ball Disposable Razor, designed for bald heads.
BIP contributors who joined among Aug. 26 and Sept. Four have been entered into a competition to win an all-expenses-paid experience to New York City for The Baldest Party Ever in the course of New York Fashion Week. Held on Sept. Thirteen, the “BIP” launch occasion (in which a bald head was your price ticket to get in) featured head-shaving stations for spontaneous moments, meals and beverage, and influencer appearances by means of Netflix series “Styling Hollywood” stars Adair Curtis and Jason Bolden, in addition to American professional combined martial artist and professional wrestler Cain Velasquez. Schick will keep the campaign into 2020, integrating large activations into the program in addition to giveaways. Agency: Edelman (marketing campaign method, event manufacturing).
To increase the program, Schick turned to analyze that indicates two-thirds of American guys will revel in hair loss by the time they’re 35. At the identical time, private care brands continue to push products to “save” hair, thereby, “promoting men on a stigma,” according to Schick. The emblem tapped into on line communities, from Instagram to Reddit, providing conversations among men (and some women) who want to make the leap and shave their heads, but who want a further push and recommendation from different guys with enjoy.
“It’s something we concept we had complete ownership rights to exploit and tackle as our personal customized emblem undertaking and mantra,” says Nicole Cizynski, senior emblem supervisor at Edgewell Personal Care. “We desired to construct more of that sense of community and convey to lifestyles the logo cause round pushing men to stay on the quit of their comfort zones, so we thought that this was a pleasant way to try this that also links again to our product blessings.”
The Bald Important People marketing campaign kicked off with the release of the baldimportantpeople.Com microsite on Aug. 26. Schick labored with influencers to help unfold the phrase approximately this new platform and inform their very own personal testimonies approximately what sparked them to go bald. The microsite capabilities a gate that requires get entry to in your device’s video display to have your image scanned with Bald Recognition Technology. If the experiment detects hair, the person can’t enter the BIP Club at the web site. (But, absolutely everyone does get a discount code for trying, hair or no longer.) For the men that pass the check, they turn out to be part of an online network and have get entry to to merchandise, like the Xtreme3 Sensitive Disposable Razor and the Xtreme3 Pivot Ball Disposable Razor, designed for bald heads.
BIP contributors who joined among Aug. 26 and Sept. Four have been entered into a competition to win an all-expenses-paid experience to New York City for The Baldest Party Ever in the course of New York Fashion Week. Held on Sept. Thirteen, the “BIP” launch occasion (in which a bald head was your price ticket to get in) featured head-shaving stations for spontaneous moments, meals and beverage, and influencer appearances by means of Netflix series “Styling Hollywood” stars Adair Curtis and Jason Bolden, in addition to American professional combined martial artist and professional wrestler Cain Velasquez. Schick will keep the campaign into 2020, integrating large activations into the program in addition to giveaways. Agency: Edelman (marketing campaign method, event manufacturing).