Schick Launches New Razor That Shaves In Both Directions

Simplify The Way You Shave……Forever

Schick is shaking up the women’s skin care category with their recently launched intuition f.a.b. bi-directional razor……f.a.b. stands for forward and backward.

What’s fab about f.a.b.?

The bi-directional cartridge allows you to safely shave forward and back without lifting the razor from your skin.
Top blades shave up and the bottom blades shave down to help achieve a comfortable shave.
The razor cartridge has advanced moisture gel built-in for an effortless glide.

The brand invested several years of testing and refinement to create this first ever razor that they feel will revolutionize the ‘industry established’ learned behavior of shaving only in one direction.

“With a new and disruptive razor technology, we wanted to ensure the razor performed to the best of its ability,” said Eric Kaplan, Project Manager Research & Development at Edgewell Personal Care. “This was one of the most consumer-tested shave systems we have ever launched. Schick® Intuition® f.a.b.™ was designed for safety and comfort while still providing for outstanding closeness. Consistent with our vision, and with an emphasis on the consumer, our team is proud to deliver this unique, insightful and intuitive innovation.”

According to Natalie Mallone, Senior Merchandising & Display Manager, the launch has been well received by retailers who have pledged their support to help introduce this disruptive innovation. To date, more than 40,000 displays have shipped to trade partners. Most of the displays included a battery-operated razor that moved up and down to simulate the bi-directional motion this unique breakthrough offers.

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