Shelton-based Edgewell Personal Care has recruited comedian Phoebe Robinson to star in a content series highlighting the Schick Intuition f.a.b. razor.
The core of the campaign is to highlight how the razor’s forward-and-back technology can better enable shaving while in the shower, thus allowing one’s mind to wander away into what the company dubbed “#ShaveThoughts.” The content series will consist of videos to be played on the Schick Intuition YouTube channel and Robinson’s Instagram account @dopequeenpheebs, which has 253,000 followers.
“I’m a hairy beast, so using Schick Intuition f.a.b. is high-key giving me life during my shave routine because the bi-directional razor lets me go up and down without ever lifting it,” said Robinson in a statement. “And with my schedule only getting busier, the shower has become one of the places I do some of my best thinking, like coming up with new jokes and inspiration for all of my upcoming projects.”
“We saw an opportunity to lean into comedy and the razor’s innovation to bring a little humor to a task many women view as mundane and cumbersome,” said Kristin Kennedy, associate brand manager for Schick Intuition at Edgewell Personal Care. “The content also helps to alleviate any consumer hesitation of being able to safely shave in both directions by watching Phoebe seamlessly use the product helping to show how shaving can be even easier when using Schick Intuition f.a.b.”