Bringing a revolutionary shave feature to life

Schick Intuition f.a.b. Launch.

The razor business is extremely competitive, with brands constantly striving for the next innovation to turn heads in store. The new Schick Intuition f.a.b. (forward and backwards) did just that, with a woman’s razor that can shave in both directions. Given the magnitude of options at the shelf, Schick needed a way to get the new handles into the hands of their target consumers in a way that was meaningful, relevant and memorable.

Schick Intuition f.a.b. Mall Tour.

What started with a brief of an artist rendering of a zig zag runway, transformed into a multi-touchpoint consumer experience that would travel to targeted malls across the country.

Engage.

In order to engage consumers, we created a 20′ x 20′ branded footprint with a focal point of a runway. Running in all directions, consumers were invited to walk on the multi-directional runway and record a boomerang to share with their friends with many props provided. The runway featured edge-lit plexi, and pressure sensor flooring that lit up as consumers took stride.

Behind the runway was a back wall that featured brand messaging, product display, edge-lit plexi branding, a storage closet and removable sample bin area.

Educate.

One of the key features on the back wall were two demonstration panels that allowed consumers to try the razor first hand. Using a microfibre fabric added a strong visual every time the razor was moved forward and backward, creating a simple illustration of how the product performed.