the one that sounds slick as Schick

Edgewell's Schick needed to revamp its site, so while I was at Publicis.Sapient, we did just that. I helped with stakeholder interviews to understand what was most important for the different brands and departments. The goal: elevate Schick into a more premium, sophisticated brand and enable e-commerce functionality on the site.

As lead copywriter, I crafted and helped shape the UX for 60 reusable templates and content for around 100 shave products. With a bold new tone of voice and a sleek visual style, we introduced guided subscription selling, landing pages for all 13 sub brands, and an “About” page to tell their shave story. We also made it easier to compare products, wrote confirmation emails, developed a website style guide, and enabled customer reviews.

In truth, most people don’t love shaving. But we made it feel like a luxurious ritual. It was a major redesign and a lot of fun to write. The project’s success even led to more work with Edgewell.