Schick's new bamboo razor is the brand's first effort to give consumers a product made with renewable materials.
PHOTO: EDGEWELL PERSONAL CARE CO.
Edgewell Personal Care Co. shaving brand Schick’s new disposable razor for men and women is made and packaged to appeal to its sustainability conscious customers.
The razor’s handle is made of 70% renewable bamboo and 30% other materials, according to Schick. The packaging is partly recyclable, with the paper used in its design certified by the Forest Stewardship Council, the company said.
The product is Schick’s first effort at giving consumers an environmentally friendly option for a disposable razor, said Anthony Pietrini, head of marketing at Schick Shaving.“It is a matter of recognizing trends and taking the time to develop the product in a way that we feel consumers are likely to adopt,” Mr. Pietrini said, explaining why the company released the product now.Edgewell has set a goal to become fully sustainable by 2030, with targets including making 100% of its plastic packaging recyclable, compostable or reusable.NEWSLETTER SIGN-UPWSJ | CMO TodayCMO Today delivers the most important news of the day for media and marketing professionals.PREVIEWSUBSCRIBEIt is also one in a crowd of consumer-goods marketers trying to make existing products more appealing to environmentally minded shoppers. Dove soap maker Unilever PLC last year said it wanted to introduce carbon-footprint details for all its products. And other companies are using carbon-neutral products to differentiate themselves from competitors.“In order to build consumer trust, brands have to demonstrate transparency and authenticity,” Selina Donald, global sustainability director at Momentum Worldwide, a experiential advertising agency that is part of Interpublic Group of Cos., said in an email. “Evidencing responsibly sourced materials, reducing the amount of packaging, and removing toxic or environmentally damaging ingredients are high on the list for today’s educated consumer.”Still, there are challenges for marketers, including determining whether and when consumers will bear any extra costs.Sixty-three percent of global consumers have made modest changes to their behavior to become more sustainable, according to global consulting firm Simon-Kucher & Partners. But 66% said they are not willing to pay more for sustainable products or services, the firm said.Disposable products might also seem like unlikely candidates for a halo of sustainability.