Schick Quattro for Women hit store shelves last week with a multi-pronged campaign reminiscent of a sports car launch.
Schick has been touting the four-bladed razor with teaser ads, billboards and wild postings that send viewers to a Web site Holdonladies.com with lines like “Hold on for legs so sexy guys just may stop staring at your chest” and “Hold on for the reason you don’t need a mullet to love metal.”
Site visitors could register to “test drive” Quattro by getting a free sample (including a 24-page “owner’s manual”). A “tubside assistance” section gives shaving tips; a “joy of shaving” section lets women download beefcake calendar pages (as screensavers or wallpaper) that show a “Howdy Hottie,” “Sudsy Stud” or “Fix-It Fox” modeling with a car-sized razor.
The site, which launched Feb. 1, garnered four million hits and maxed out its supply of 115,000 sample razors in its first month. Visitors spent an average of 6 minutes-plus on the site, and nearly 40% opted in for the Quattro for Women Owners’ Club to get offers and access to special events.
Colangelo Synergy Marketing, Darien, CT, handles the launch for Schick parent Energizer Holdings, Inc., St. Louis.
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