As modern masculinity evolves and expands, the brand said it has created a campaign that celebrates men who express themselves on their own terms. The collection reflects individuality and embraces all expressions of healthy masculinity.
“Society is ever evolving, and so is a man’s role within it, and this timely work is our positive contribution to the much discussed topic of masculinity,” said Chit Itchon, men’s systems global marketing director at Edgewell. “The previously established road map for masculinity is gone and, with this new campaign, we felt the time was right to bring forward a more positive and diverse celebration of masculinity, while aligning with partners who share our positive vision for mankind in the future.”
The new “The Man I Am” consists of:
- A new integrated brand campaign: Produced with MullenLowe, “The Man I Am” campaign helps reinforce and celebrate the individuality and authenticity of men from all walks of life. The debut video ads will feature Willie Spence, Kevin Carroll, and ZU-nA—real men, not actors, who were carefully chosen based on the way they expressed themselves in found user-generated content.
- A web video series with basketball star and mental health advocate Kevin Love: Schick Hydro partners with Kevin Love, who earlier this year opened up about his own struggles with mental health. As part of the partnership, the basketball star will lead a series of conversations with several guests about the evolving definition of positive masculinity titled “Locker Room Talk.” Set to debut in late October, the webisode series will discuss what healthy masculinity means today and aims to empower men to start their own dialogues. The campaign will also raise money for both the Kevin Love Fund — which aims to inspire people to live their healthiest lives while providing the tools to achieve emotional and physical well-being — and the Movember Foundation.
- A partnership with the Movember Foundation: The brand is also partnering with the Movember Foundation, a global charity focused on men’s health. With this partnership, Schick Hydro will be the official razor brand of Movember. The brand will also work with the Movember Foundation to help raise funds and awareness to ensure men live happier, healthier, longer lives.
“There are few organizations that have done more to educate the male population on what it means to be a healthy man than the Movember Foundation, and there are few men who have done more to spark positive male conversations this year than Kevin Love,” said Carolyn Turoczi, Schick Hydro senior brand manager at Edgewell Personal Care. “Through ‘The Man I Am’ work, we’ve created a purpose-first campaign that celebrates what it means to be a man today while establishing partnerships that will push healthy masculinity conversations to new heights.”
“We are so excited to welcome Schick to Team Movember for this year’s Movember campaign. What better way to begin Movember than with a shave down using the Schick Hydro. Movember and Schick share the value of promoting positive, healthy masculinity,” said Terry Norton-Wright, U.S. president at the Movember Foundation. “We both believe in the value of taking action in support of men’s health, whether it’s through having important conversations or fundraising to support vital research.”