Schick Hydro Silk came to us with a tough challenge – desiring to break through and better connect with women in a way no razor brand has before.

We started with a refresh of the brand positioning and refining the target audience, finding the insight: She has 101 things on her mind at all times and the chore of hair removal lives in the back of her brain. But if she's the kind of woman who likes a smooth shave, she wants something reliable that gives her one less thing to think about.

So instead of talking at women, we started talking to women about the role shaving plays in their lives in an honest, relatable way. It’s not the smiley, happy, spa treatment euphoria some brands make it out to be. It’s something you squeeze into your busy life and don’t really think about afterwards.

“Hey, at least your shave is smooth” shows real women dealing with real life, reminding them of the small but very important role shaving plays in their lives. The campaign was executed across CTV, paid social, digital video, e-retail, and in-store.