Hasta La Creative!

An unlikely sponsor

Here’s the ultimate non-intuitive partnership: Schick’s Hydro is now the official razor of the Movember Foundation, which encourages men to stop shaving and grow mustaches for charity. The idea is to inspire men to shave in October before they grow facial hair in November, which does kind of make sense, since you can’t grow it if you’ve already got it. It’s all part of a new “The Man I Am” campaign from MullenLowe, the new agency for the Edgewell Personal Care brand, which began in August with TV ads featuring a diverse range of men expressing their individuality by using Schick. The brand also is working with Cleveland Cavaliers star Kevin Love to make a “Locker Room Talk” webisode series about what healthy masculinity means.

The campaign joins a trend in men’s grooming, particularly razors, to take emotional dives into the many dimensions of manhood. This started in 2016 with Unilever’s Axe, but has extended in various forms this year to new advertising from Harry’s, Unilever’s Dollar Shave Club and Procter & Gamble Co.’s Gillette. All of which raises the question: Now that all men can be assured that nearly every men’s grooming brand “gets” them in all their uniqueness, will ads go back to saying what the products do?

Continue reading at AdAge.com