NEW YORK: After months of readying the market, Schick and its PR firm, GCI Group, together launched Intuition - an all-in-one razor for women that lathers and shaves simultaneously.
Marketing efforts for pre-, during and post-launch are costing Schick $75 million, but citing the company's recent acquisition by Energizer, John Wergeles, group brand director for women's systems, wouldn't disclose what amount was allocated for PR.
GCI was hired last August, when it launched a nationwide teaser campaign to familiarize consumers with Intuition before it became available in stores.
"The idea was to make it intuitive for women to use this product on their legs," reported Melissa Karp, VP for the agency.
GCI enlisted various relevant spokespeople for radio and television appearances. An overnight event for magazine beauty editors was held at a New York hotel so they could use the razor. Tactics culminated at a launch event held earlier this month in Central Park where musical artist Jewel was featured and sang her recently released song "Intuition." Free product samples were distributed to over 5,000 attendees.
The PR component of launching Intuition, said Wergeles, was a bigger piece of the marketing mix than Schick has traditionally allotted. He explained, "In terms of education, a more sophisticated approach was needed because an all-in-one shaver is a new concept to consumers."
GCI's one-year contract for the account was extended after the launch so that education efforts could go on. "In the coming months, we expect most women to try Intuition for the first time," said Wergeles, "so we plan to continue on the education front for a while."