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Supporting the debut of a new release, Schick will unveil a campaign titled #HydroRescue which shines the spotlight on Robot Razor.
Schick Hydro is launching a social campaign to celebrate the debut of life-size mascot, Robot Razor, at the Con-X fan festival from 21-24 July 2016. Titled #HydroRescue, lucky winners of a consumer contest stand to win a trip for two to San Diego and meet actor, Zachary Quinto.
Selected submissions will be replied to with images of the ‘superhero razor’ fixing irritations in the form of real-time sketches by professional comic artists. Said online component aims to showcase the product’s ability to protect against the most severe forms of irritations men face.
Additionally, two runners-up will see sketches of their submissions turned into illustrations to create limited-edition posters. These will be displayed at the brand’s Super Shave Shop. The artists who will create aforementioned fan-submitted works are Livio Ramondelli and Ryan Odagawa.
The Super Shave Shop and Hydration Station support a partnership with Entertainment Weekly which entails experiential, print and digital elements. The collaboration focuses on the brand’s first EW Con-X fan festival, located near the San Diego Convention Center in the downtown marina.
Meanwhile, guys will receive a free custom shave from professional barbers which will include hero and villain facial hairstyles. They will also be afforded the chance to meet Robot Razor, as they’re encouraged to share their clean-shaven selfies across the digital space to further connect.
The mascot will help spotlight the brand’s patented technology and smart innovation of a new release, the Schick Hydro 5. Designed to preserve users from shave irritation, Robot Razor first featured in a 30-second spot which aired during the Super Bowl, during which he battled a regular lube strip.
“We’re excited to bring Robot Razor’s powers to real-life situations for fans at EW’s Con-X, making Schick Hydro the brand that doesn’t just mean a smooth shave, but a smooth experience,” said Anastasia Tobias, Senior Brand Manager, Edgewell Personal Care at Schick Hydro.
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