Schick Hydro Silk ad blitz captures awkward moments

Schick Hydro Silk is relaunching its brand with a tongue-in-cheek campaign designed to redefine the role shaving plays in women’s lives by flipping traditional beauty advertising on its head, using humour and “grounded storytelling” to connect with real women.

“Hey, At Least Your Shave is Smooth” has been devised by Bandits & Friends and is directed by rising comedy talent Florence Winter-Hill. It features a female-led production team designed to deliver a fresh, filmic approach to personal care.

The campaign spans CTV, social, retail media, and in-store, marking a significant creative and strategic shift for the brand.

The films capture awkward moments in every day lives. In one, a woman is seen putting her legs in lithotomy stirrups at an appointment with a gynaecologist, only to be confronted by a group of medical students. In another, a woman is standing in the window of her apartment in the nude on the phone, when she spots her neighbour staring right at her.

While both ads hint at the focus of the campaign being shaved legs; the viewer is likely to know otherwise.

Edgewell Personal Care head of marketing shave Jeanne Collins said: “We’re so excited for the release of our new campaign. There is tremendous equity in the Schick Hydro Silk brand, and we can’t wait to reach more women with our new, light hearted campaign that talks to women, like women talk to women.”

Bandits & Friends president and co-founder Courtney Berry said: “Relaunching a legacy brand takes more than just a great idea – it requires deep strategic thinking, bold creative execution, and an unrelenting commitment to every detail. Our team poured everything into this campaign to help the brand reclaim relevance and win the hearts of consumers and retailers alike.”