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Written by Jennifer Dublino, on June 13th, 2011
Although scented razors have been around for several years in the women’s shaver market, there has never been one for men until now. The new Schick razor, the Xtreme3 Refresh, will have a scent reminiscent of just coming out of the shower, with the bracing notes of spearmint, citrus and rosemary. The scent will be embedded in the razor’s rubber handle.
Scented razors for men is an idea that was rejected in the past as being “too girly,” according to Suma Nagaraj, the brand manager for the Xtreme3. But the trend has been towards more scented personal care products for men, and the razor has followed suit.
When testing the product before launch, researchers found that among those who noticed the scent, 70% said it was a razor they definitely would buy, compared to 43% among those who did not consciously notice the scent. However, even those numbers were far better than the numbers they were projected, indicating that the smell influenced the men on a subconscious level.
Not only will the product itself be scented, but Schick is going all out in using scent marketing to promote the new razor. The package will feature a scratch ‘n sniff patch, and the company will be using ambient scenting at “refresh stations” set up at ten Sprint Cup races over the summer. The stations will be cooled by misters and fans, and will have sinks where NASCAR fans can test drive the razors. The company is also using NASCAR driver Martin Truex, Jr. as the new product’s spokesman.
Part of Schick’s marketing campaign will focus on younger men, who are starting to shave for the first time. They are hoping that the scent in the razor will bind these young shavers to the brand throughout the years as the scent evokes their positive memories of becoming a man.