Schick Hydro Blast razor is running a promotion on Thrillist's JackThreads.com fashion site. The former is a N.Y.-based emailed newsletter for men. It entered the e-commerce business when last year it acquired Columbus, Ohio-based jackThreads.com, a members-only flash-sale site for men.
The program for Schick Hydro revolves around "Choose-Your-Own Adventure," tied to an "Ultimate Hydro Vacation Sweepstakes." The point is to choose a destination, lodging, after-hours outings, and daytime activities, with a chance to win a vacation.
The male grooming brand is also teaming up with JackThreads to present the "Have a Blast" Summer Travel boutique, which involves discounted men's lifestyle brand travel gear. The "Ultimate Hydro Vacation" and "Have a Blast" summer travel boutique offer content and prizes curated by Thrillist, Jack Threads, and the sites' fan bases on Facebook.
The companies say every order placed through JackThreads the week of Aug. 8 will be shipped with a free Schick Hydro 5-blade razor. Thrillist has digital editions in 20 major metro markets and focuses on under-the-radar events and hot spots.
An Energizer unit since 2002, and second only to Gillette in the U.S. razor business, Schick launched the Hydro razor early last year right before the P&G brand launched the Fusion ProGlide. It was the brand's biggest launch since the Quattro in 2003.
The Hydro hit stores last spring, a couple of months before Gillette's newest offering. The Hydro has a "hydrating gel reservoir" on board with an aloe/vitamin E combination, and the brand touts its blades' skin guards intended to reduce irritation, plus a flip trimmer.
Gillette touts the Fusion ProGlide for the quality of its blades, and its "Snowplow Comfort Guard" as well as its trimmer and overall design.