In a category where innovation is about just adding more blades, Schick came up with the idea of a whole new kind of razor for women. No more blades. Just one that can shave in both directions.
I was asked to help them develop this new product, name it and help launch it globally.
So I called it f.a.b., for Forwards And Backwards.
Using this name as a platform, we created a global TV commercial and lots of digital.
