SHELTON, Conn. — Schick and Skintimate are partnering with Universal Pictures’ upcoming film “Pitch Perfect 2” for an integrated media and marketing campaign.
The Rock Your Legs campaign includes limited-edition Schick and Skintimate products.
Energizer Personal Care said Monday that as part of the partnership, Schick and Skintimate are introducing the “Rock Your Legs” campaign, which includes the “Ready, Shave, Shine” music video, limited-edition product in-store, an Aca-battle sweepstakes, a movie trivia game, and in-film product placement as the new Schick Hydro Silk TrimStyle makes its movie debut.
Schick and Skintimate are also teaming up with “Pitch Perfect 2” star Brittany Snow to help introduce a three-step leg care routine that helps women think about leg care as more than just hair removal, but as a beauty ritual. The movie is due to hit theaters on May 15.
‘“’Pitch Perfect 2’ doesn’t just highlight great legs, it showcases the great work that comes when women work together,” stated Charlie King, director of the Schick and Skintimate brands at Energizer Personal Care. “We are thrilled to partner Universal Pictures’ Pitch Perfect 2 to celebrate the steps women take each day to rock their legs with confidence and beauty.”
“Ready, Shave, Shine!” is about giving women the confidence to rock their day by making them feel good about the legs they stand on, the company noted, adding that the three steps to confident, beautiful legs are the following: “Ready” by applying a moisturizing shave gel; “Shave” by using a razor that fits your unique needs; and “Shine” by showing off your legs with confidence.
“Taking care of my legs is a part of my everyday healthy body regime,” Snow said in a statement. “I’m excited to partner with Schick and Skintimate to encourage women to rock their own legs and celebrate independent, confident women, as that is something I try to accomplish every day.”
Starting this month, limited-edition Pitch Perfect 2 packaging will be available in stores nationwide for Schick Hydro Silk Razors, Skintimate Shave Gel, Schick Intuition, Schick Quattro For Women and Schick Xtreme3. Also, for a limited time in major supermarkets, drug stores, Walmart and Target, consumers can receive a free movie ticket from Fandango to see Pitch Perfect 2 when they buy $10 of participating Schick and Skintimate women’s shave products.
In addition, Schick and Skintimate are offering three new Women’s Shave products: Skintimate Silky Skin Shave Gel, the Schick Hydro Silk TrimStyle and the Schick Intuition Revitalizing Moisture. Skintimate Silky Skin Shave Gel contains Moroccan oil and a blend of vitamin E, olive butter and sunflower oil to help replenish skin’s natural moisture to provide unbeatable razor protection.
Meanwhile, the Schick Hydro Silk TrimStyle features the brand’s most advanced hydrating shave technology on one end and a waterproof and adjustable bikini trimmer on the other to handle everyday leg and bikini care needs. And Energizer said the Schick Intuition Revitalizing Moisture is the only razor with a unique skin conditioning solid that lathers and moisturizes during shaving in one easy step. It also now features refreshing citrus and tropical extracts infused within the skin conditioning solid to provide an “invigorating shaving” experience, according to the company.
“Leg care is not just about hair removal, it’s about caring for your legs and bikini area as part of an overall beauty routine,” commented Camilla Medeiros, senior brand manager for women’s shave at Energizer Personal Care. “Legs are such a vital part of your body, and they deserve to be treated with the same care as a woman’s face and hair. The core of the Rock Your Legs campaign is about introducing women to a personalized, three-step leg care ritual. So no matter what she stands for, Schick and Skintimate can help her stand confidently on great legs.”
