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Schick Intuition Combats 'Greentimidation' in campaign for New Bamboo Razor

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Two Broke Girls actress Beth Behrs stars in social video that parodies cultural behavior of 'green-shaming'

Schick Intuition Combats 'Greentimidation' in campaign for New Bamboo Razor

With the growing concern of environmental issues, it’s no secret that our society feels ‘green guilt’ pressures to do more for sustainable consumerism. Working with agency partner Edelman, Schick developed the concept of “Greentimidation” - the idea that for many mainstream consumers going green can feel intimidating, particularly when peers are quick to green-shame and claim your efforts are not going far enough. 

This concept comes to life in a digital short, in which Two Broke Girls actress Beth Behrs demonstrates via her composting toilet, home-grown and edible bathmats, and spin-powered water heater that going green doesn’t have to be an overwhelming life decision, and in fact can be as easy as switching the type of razor you buy. 

Cue Shick Intuition Bamboo, a personal care innovation from EPC, that offers a sustainable alternative to disposable razors. With a 70% renewable bamboo handle, 75% recycled steel blades, and 100% sustainably sourced packaging, the new razor represents an incredibly simple step consumers can take to live more sustainably.  

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Client: Schick Intuition

Planning: Halsey Stowe, Alix Black

Creative: Samantha Wilco, Kyle Swoyer and Emily Curran, Jeremy Bernstein

Production: Erin Fitzsimmons

Influence: Kaitlyn Fitzpatrick

Purpose: Abisola Adekoya

Sustainability: Lindsey Giostra and Maggie Faigen

Brand: Madison Gabor, Jill Condulis, Sal Pillay

Earned: Cristine Lovato

Genres: Comedy

Categories: Beauty & Health, Shaving

Edelman, Thu, 21 Apr 2022 07:08:00 GMT