Schick launched its Intuition razor back in 2003, and since then, the two-in-one product has collected plenty of fans. But it recently got a wake-up call about how it defines inclusivity, discovering that the product has a strong following among visually impaired women, who like the way it combines shaving cream and a razor.
Edgewell execs came across a video of Molly Burke, a model who is blind, shaving her legs for the first time with a Schick Intuition.
Like many visually impaired women, she’d been relying on leg wax.
“But that’s costly,” says Brud Fogarty, Schick Intuition’s brand manager. “Thick shaving cream can mute the feeling of hair, making it harder for women to sense how close their shave is,” he tells Marketing Daily.
Because the Schick Intuition design combines a razor and shaving cream all in one, it’s ideal for people who can’t see.
So the brand is launching “Content for All,” a commitment to content for its social platforms created with accessibility in mind to support the needs of the blind and visually impaired community.
Fogarty says the brand is working with Molly Burke as an influencer. And while it hopes to connect with the four million visually impaired women in the U.S, he says the mission is larger. “We want to build some brand love by showing people that we are ready to learn, all the time, about how to be more inclusive.”
He says it’s part of a larger movement to use design for communities that might have been left out. The brand has also discovered it is a favorite of women later in pregnancy, who have visibility issues all their own.
The company is also considering ways Schick Intuition can be more effective for women with arthritis.
While the razor design helps women shave by touch, Schick is concerned that its social-media content has the right design.
“Content for All” includes enhanced content that supports the visually impaired community, using sans-serif fonts and proper captioning and narration.
It will also use Alt Text, which provides a brief description of the photo or other image, allowing people who are blind or have low vision to better understand the content. And it is adding CamelCase, which is the capitalization of each word in a compound word. It makes it easier for software programs to read the words correctly.
Burke is helping to co-create the first series of this content for the brand’s social channels. Edelman is the agency.