The new campaign could also help Edgewell drive Schick sales, adding to strong performance reported in early February in the company’s Q1 report. “These new razors are a great example of how we are innovating and expanding our product offerings in the market, embedding sustainability into our product and packaging design and bringing even more joy to consumers," said Amy Knight, vice president of global sustainability at Edgewell, in a statement shared upon the product's launch earlier this month. The company believes product innovations such as the new Schick Intuition Bamboo razor will propel Edgewell nearer these goals.
These include switching to 100% renewable electricity, using 100% recyclable, compostable or reusable plastic packaging and reducing waste by 10%. In 2020, the company – which owns a handful of other care brands including Banana Boat, Hawaiian Tropic, Playtex and Wet Ones – unveiled a set of ambitious goals, including 10 high-level commitments and 27 unique targets that it aims to hit by 2030. The initiative is part of Edgewell Personal Care’s broader sustainability efforts. The new razors can be purchased in a package with one bamboo handle for every three blade cartridges - another effort to reduce waste. "Our hope through this campaign is to end the feeling of ‘green guilt’ and instead normalize celebrating the small changes, because even the smallest choices eventually add up to make a difference." 'big enough' to truly make an impact," says Melissa Rossi, brand manager of strategy at Edgewell Personal Care, Schick's parent company.
"We have heard from our consumers that ‘green-shaming’ and socially-led ‘eco-guilt’ makes them feel that their efforts aren’t.
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