Schick introduced its Do Right By Your Skin campaign to redefine shaving as skincare after consumer research indicated over half of US razor users face dryness or irritation. The initiative underscores Schick’s shift from pure hair removal to skin health in order to attract consumers dissatisfied with existing shaving options.

The skin-first approach spans Schick’s Men’s and Women’s portfolios, including Hydro Sensitive, Xtreme 3, Hydro Silk and Intuition. Each razor incorporates skin-supporting components like aloe, hyaluronic acid, pro-vitamin B5, chamomile extract or water-activated serum to soothe, hydrate and protect skin during every shave.

Global superstar Nick Jonas fronts the campaign, sharing his personal skincare routine to reinforce Schick’s narrative. His involvement aims to position shaving as an act of self-care rather than a chore, leveraging his cross-industry appeal in music, film and television.

By aligning shaving with skincare benefits, Schick seeks to differentiate itself in a crowded razor market where irritation concerns prevail. This strategic pivot is designed to enhance brand perception, reinforce Schick’s heritage in skin-friendly shaving and capture market share among health-conscious consumers.