Commentary

Did Gillette Steal Schick's Skin Strategy?

Gillette's current focus on skin care is a blatant rip-off of an ongoing Schick strategy to get male consumers to care for their skin with water (and Schick products). So Jeff Chapman, Senior Director of Global Brand Communications at Energizer Personal Care, just told attendees of OMMA Video. "It was such a good idea that Gillette is imitating it," Chapman said of Schick's skin obsession. How has Energizer chosen to respond to this all-too-common offense? "Stay the course," said Chapman, adding that there's no way to avoid copycats in the marketing game. "The only alternative is to choose [an idea for a campaign] that's so bad that no one will ever copy it."

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