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Schick unveils improved Hydro 5 razor

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SHELTON, Conn. — Schick has relaunched the Hydro 5 men’s razor with an enhanced design to improve the shaving experience via more skin protection and less shave irritation.

Schick New Hydro 5

Schick Hydro 5

The Edgewell Personal Care shaving brand said the new Schick Hydro 5 brings an upgraded Hydrating Gel Reservoir that delivers 40% less friction than a traditional lube strip and instantly lubricates the face with each stroke. A wider guard bar at the base of the cartridge also helps provide a smoother shave by better stretching the skin.

In addition, the Hydro 5’s five Ultra Glide Blades have been moved closer together, minimizing skin bulge between each blade to provide improved protection against shaving nicks and cuts, according to Schick. The razor sports the same ergonomic handle — but now with a sleeker, bolder look — as well as its signature Flip Trimmer for hard-to-reach spots. Men just need to flip the top back to let all five blades touch the skin, compared with a single edging blade on most razors, the company noted.

“Most guys we talked to really just wanted a razor that could better protect them from daily shave irritation and offer them a more comfortable shave,” stated Anastasia Tobias, senior brand manager for Schick Hydro at Edgewell Personal Care. “So our team worked hard to create and apply smart innovation to redesign some of our razor’s best features such as the hydrating gel reservoirs, skin guards and even the color, to give guys a better razor designed with them and their various shaving and skincare needs in mind.”

The new Schick Hydro 5 razors are available nationwide starting this month for a suggested retail price of $9.99 for one handle and two razor cartridges. The Hydro razor lineup includes three- and five-blade models.

Schick is supporting the launch of the new Hydro 5 with new advertising and integrated marketing programs, led by a Schick Robot Razor television commercial scheduled to begin airing nationally on Feb. 15. The ad campaign will also be complemented by print and digital creatives launching throughout February, the company said..

And for the second straight year, Schick Hydro is teaming up with Sports Illustrated to launch the publication’s 2016 swimsuit issue via an integrated campaign this month that includes a social media contest and experiential consumer events in New York City and Miami. Schick said the campaign will be rounded out with print, digital and out-of-home elements leading up to the launch.


ECRM_06-01-22


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