When Schick Intuition launched 18 years ago, it wasn’t aimed at people with disabilities.
The women’s razor with a built-in shave gel reservoir was meant “to make life easier for everyone,” says Brud Fogarty, brand manager for Schick at Edgewell Personal Care. “But what we found through the course of a feedback and social listening, is that it has a really special impact on helping visually impaired women shave more easily."
A YouTube video from blind creator Molly Burke led Schick to approach her. Burke says in an interview that she had avoided shaving for years until she discovered Schick Intuition at age 25 and started using it regularly. “I couldn’t have been more excited" about hearing from Schick about a campaign idea, she says, "because it combined an actual product that I love with a message that I love about creating content accessible for everyone.”
The “Content for All” campaign that launches today from Edgewell’s in-house creative team and Burke with some PR help from Edelman is designed with some of the basics for making digital content more accessible for people with visual impairments, including alt text descriptions of images; CamelCase capitalization of each word in a compound word or hashtag to make it easier for software programs to read; captioning and narration for Instagram Story and other video content; and sans serif fonts for easier reading.