![]() ![]() ![]() A close shave with poor taste?įour years on, this ad continues to generate controversy. If they want to buy this Schick trimmer, they’ll be able to find it. But even if prospects don’t remember the name, they’re sure to remember the ad and the type of product advertised. Granted, “Schick Hydro Silk TrimStyle” doesn’t roll off the tongue. Then there’s the voiceover which states the product name not once, but twice. Many commercials today fail to do any of these things, much less nail all three. Third, the ad clearly communicates the product benefit-the reason to buy. If the pretty girls don’t get you, the unique visual gimmick will. The models are young women, but any woman who grooms herself down there will take note. ![]() Why the Schick TrimStyle ad worksįirst, the ad is very clear about who it’s talking to. It’s aimed at young women, and for this audience, it hits the mark. As a married man in his late forties, my days of contemplating the nether regions of nubile twenty-year-olds ought to be long over.īut this ad is not for me. I have to admit to feeling a little uncomfortable the first few times I saw this ad. ![]() “Schick Hydro Silk TrimStyle,” repeats the voiceover. The only waterproof bikini trimmer and hydrating razor in one.” “Schick Hydro Silk TrimStyle,” intones the female voiceover. Right Girl smiles with satisfaction at her perfect heart as the other girls look over, frustrated and envious. But Right Girl is using the Schick Hydro Silk TrimStyle women’s razor to artfully fashion her topiary into the shape of a heart. Left and Center Girl are hacking away clumsily with their clippers. The camera pans across the women in medium closeup as they trim their bushes. They both have small clippers.īut the brunette at right is smiling as she picks up something different. On each pedestal sits a Bonsai tree, cleverly positioned in front of each woman’s bikini area.Īs the women reach down to pick up trimming utensils, the expressions of the women at left and center turn to soft frowns. The women walk up to three short pedestals and turn to face us. Would you like to suggest a topic or a TV commercial to review? Drop me a line at ad opens with a wide shot of a gorgeous swimming pool surrounded by impeccably shaped and manicured greenery.įrom the right enter three young women in bikinis, all quite fetching. It wasn’t on my radar, but it should have been. Many thanks to Tony, a Cranky reader affectionately known as “Captain Curmudgeon,” for suggesting I review this ad. But four years later, the ad is still running. Schick received a fair few complaints at the time, and even threats of boycott. “Our new collection not only offers women more options for pubic grooming than we ever have before – but starts a new conversation about using language that accurately and respectfully represents the female body,” said Gillette communications director, in a statement.Ĭuriously, the imagery of the new product line doesn't appear to use the full title of the collection.Schick’s “trimming the bushes” TV commercial for its Hydro Silk TrimStyle women’s razor debuted in 2015, raising eyebrows and sparking controversy across the ad world. On Tuesday, Gillette announced the launch of its Venus for Pubic Hair & Skin Collection, including a razor, exfoliant, shave gel and serum, "designed specifically to address the unique needs" of the pubic area. women agree it feels "more accurate to use anatomical terms, like pubic," but less than one in five are actually using them, according to the Cincinnati-based consumer products giant. The company says its research backs that up. "Women want to reclaim the narrative around the language and description of their bodies," Gillette said in announcing the new line. Most women refer to or indicate that part of the body using terms like “bikini area" or “down there” – a practice the Procter & Gamble brand said is "outdated, censored, and sometimes downright silly." The new Gillette Venus skin collection is on a mission: it wants women to be OK with saying "pubic hair." ![]()
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