• by Fern Siegel , Yesterday

Edgewell has named BBH USA its creative agency of record.

The assignment was won after an agency review. First work is expected in spring 2026.

The decision expands the partnership that began with Hawaiian Tropic's summer "Tana Sutra" tanning campaign, which featured social-media influencer Alix Earle. 

BBH USA will drive creative across the company’s brands, which include Schick, Wilkinson Sword, Billie, Edge and Hydro Silk.

Jessica Spence, president of North America at Edgewell Personal Care, said the agency's: “strategic approach and creative strength make them the right agency to help us amplify our brands and create powerful, lasting connections with customers.”