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Challenge:
Canadian women know that style begins before you get dressed. Bikini line trimming is all the rage, with research showing that 82% of women ages 14-49 maintain the bikini area. Despite the fact, bikini trimming is one of the last taboo subjects left. So how do you introduce a new razor that is also a bikini trimmer if no one will talk about it? This was the challenge faced by Paradigm as its client Schick wanted to make a splash with media and key influencers with the introduction of the new Schick Quattro for Women TrimStyle to the Canadian market in spring 2010.
Strategy & Execution:
Paradigm and Schick created a high impact event at LG Fashion Week (LGFW) in October 2009 to introduce the product to long lead media and key influencers. The event leveraged Schick’s existing LGFW sponsorship, helped communicate the importance of this launch and provided an opportunity to play up the cheeky aspect of the brand. Paradigm helped sustain awareness through a national media relations campaign that incorporated outreach to fashion and beauty bloggers. The exclusive event had a “garden party” theme, playing on Schick’s advertising for the brand. It also coincided with the sponsorship of a Just Cavalli swimwear show and featured high profile Canadian beauty expert, Sandy Gold. Gold spoke about grooming trends and how the new razor, the first razor and bikini trimmer in one, was meeting the needs of the target consumer and her desire to feel confident and sexy — even before she got dressed. Media received their choice of swimwear and a product sample in their gift bags.
Results:
Media were interested in the new Schick Quattro for Women TrimStyle razor. The exclusive media event had 37 attendees from top tier women’s magazines such as Flare, Best Health and Elle Canada.
The event and ongoing outreach generated 25 news stories
The entire campaign had a total reach of 9.2 million far exceeding the goal of 5 million
The spike in sales for Schick Quattro for Women TrimStyle was so significant that during this period it was the top selling razor of all razors available in Canada