Schick Is Challenging Shave Behaviors With The First-Of-Its-Kind Bi-Directional Razor Designed To Shave Forwards And Backwards

News provided by

Jan 17, 2018, 07:17 ET

SHELTON, Conn., Jan. 17, 2018 /PRNewswire/ -- Introducing, the first-of-its-kind bi-directional razor, Schick® Intuition® f.a.b.™ - that's f.a.b., for forwards and backwards. This innovation enables women to effortlessly shave with a razor in both directions without lifting the razor from their skin. The latest addition to the convenience focused Schick® Intuition® portfolio comes from extensive years of testing in order to create a product that will revolutionize a learned behavior established by the industry.

"Ease and convenience is the name of the game for Schick® Intuition®," said Anthony Pietrini, Senior Brand Manager for Schick® Intuition® at Edgewell Personal Care. "In 2003, Schick® Intuition® revolutionized the shaving experience with the launch of the world's first 2-in-1 razor that lathers and shaves in one easy step to give consumers a smooth, effortless shave. Now, we're welcoming 2018 by staying true to our legacy of delivering products that take the hassle out of shaving with the all new Schick® Intuition® f.a.b.™ . This breakthrough product will provide a solution to one of the biggest conventions in shaving through the use of bi-directional shaving."

What's fab about f.a.b.?

The bi-directional cartridge allows you to safely shave forward and back without lifting the razor from your skin.
Top blades shave up and the bottom blades shave down to help achieve a comfortable shave.
The razor cartridge has advanced moisture gel built-in for an effortless glide.

"With a new and disruptive razor technology, we wanted to ensure the razor performed to the best of its ability," said Eric Kaplan, Project Manager Research & Development at Edgewell Personal Care. "This was one of the most consumer-tested shave systems we have ever launched. Schick® Intuition® f.a.b.™ was designed for safety and comfort while still providing for outstanding closeness. Consistent with our vision, and with an emphasis on the consumer, our team is proud to deliver this unique, insightful and intuitive innovation."

To discover the first-of-its-kind razor yourself, pick up a Schick® Intuition® f.a.b.™ razor today at mass, drug and grocery stores nationwide. For more information, visit www.Schick.com/Intuitionfab or follow along via Instagram and Facebook (@SchickIntuition).

ABOUT EDGEWELL PERSONAL CARE
Edgewell Personal Care (NYSE: EPC) manufactures and markets a diverse range of personal care products in the wet shave, skin care, feminine care and infant care categories with well-established brand name products such as Schick® and Wilkinson Sword® men's and women's shaving systems and disposable razors; Edge® and Skintimate® shave preparations; Playtex®, Stayfree®, Carefree® and o.b.® feminine care products; Banana Boat® and Hawaiian Tropic® sun care products; Bulldog® skin care; Playtex® infant care products; Diaper Genie® and Litter Genie® disposal systems; and Wet Ones® moist wipes. ©2018 Edgewell.

Media Contact
Brittany Herrmann
Edelman, for Schick Intuition
(212) 704-8264
[email protected]

SOURCE Schick Intuition