Schick Wilkinson Sword

Adel Mekhail, VP North America
Jeffrey Chapman, Global Director, Brand Communications
Cindy Abella, Global Segment Director, Women's
Wendy Salustro, US Segment Director, Women's

JWT *Lead Agency

Claire Capeci, Global Business Director
Jason De Turris, Planning Director
Billy Faraut, Art Director
Howard Lenn, Copywriter

MEC

Rachel Israel, Managing Partner

Amplitude Marketing Group, Inc.

Jessica DiPietro, Executive Vice President

Lippe Taylor

From Private Buzz to Cultural Conversation Schick was launching the world's first all-in-one razor and bikini trimmer and we needed to figure out how to talk about this delicate subject. We discovered that women speak in code when it comes to 'down there;' using metaphors that span irreverent to tongue-in-cheek to downright funny. Utilizing this 'ladiescaping language' we launched an integrated campaign that gave women license to talk, blog and literally sing the praises of the Schick Quattro for Women TrimStyle.