After years of research and development, the Schick Hydro Silk, a five-blade razor with water-activated moisturizing serum, was ready to launch. Paradigm along with the Schick brand team and its partner agencies developed an integrated launch plan that helped the product become the top-selling women’s razor in Canada.
Paradigm led a word-of-mouth social media campaign designed to target influential digitally connected, beauty-savvy Canadians through blogger outreach, and Twitter and Facebook programs. Paradigm also targeted key beauty media by seeding early product samples and hosting a sneak-preview event.
Thousands of razor samples were delivered through social, digital and experiential activations and hundreds of thousands of impressions were generated from blogger programs, online conversation and media relations.
Schick Hydro Silk became the top-selling women’s razor in Canada.