Schick’s “trimming the bushes” TV commercial for its Hydro Silk TrimStyle women’s razor debuted in 2015, raising eyebrows and sparking controversy across the ad world. Schick received a fair few complaints at the time, and even threats of boycott. But four years later, the ad is still running. Why? Because it’s that good.
Many thanks to Tony, a Cranky reader affectionately known as “Captain Curmudgeon,” for suggesting I review this ad. It wasn’t on my radar, but it should have been. Would you like to suggest a topic or a TV commercial to review? Drop me a line at rob@thecrankycreative.com.
Schick’s ad opens with a wide shot of a gorgeous swimming pool surrounded by impeccably shaped and manicured greenery.
From the right enter three young women in bikinis, all quite fetching.
The women walk up to three short pedestals and turn to face us. On each pedestal sits a Bonsai tree, cleverly positioned in front of each woman’s bikini area.
As the women reach down to pick up trimming utensils, the expressions of the women at left and center turn to soft frowns. They both have small clippers.
But the brunette at right is smiling as she picks up something different.
The camera pans across the women in medium closeup as they trim their bushes. Left and Center Girl are hacking away clumsily with their clippers. But Right Girl is using the Schick Hydro Silk TrimStyle women’s razor to artfully fashion her topiary into the shape of a heart.
Right Girl smiles with satisfaction at her perfect heart as the other girls look over, frustrated and envious.
“Schick Hydro Silk TrimStyle,” intones the female voiceover. “The tool you’ve been waiting for. The only waterproof bikini trimmer and hydrating razor in one.”
“Schick Hydro Silk TrimStyle,” repeats the voiceover. “Free your skin.”
Head in the bushes
I have to admit to feeling a little uncomfortable the first few times I saw this ad. As a married man in his late forties, my days of contemplating the nether regions of nubile twenty-year-olds ought to be long over.
But this ad is not for me. It’s aimed at young women, and for this audience, it hits the mark.
Why the Schick TrimStyle ad works
First, the ad is very clear about who it’s talking to. The models are young women, but any woman who grooms herself down there will take note.
Second, the ad is attention-getting. If the pretty girls don’t get you, the unique visual gimmick will.
Third, the ad clearly communicates the product benefit—the reason to buy.
Many commercials today fail to do any of these things, much less nail all three.
Then there’s the voiceover which states the product name not once, but twice.
Granted, “Schick Hydro Silk TrimStyle” doesn’t roll off the tongue. But even if prospects don’t remember the name, they’re sure to remember the ad and the type of product advertised. If they want to buy this Schick trimmer, they’ll be able to find it.
A close shave with poor taste?
Four years on, this ad continues to generate controversy. Some Internet commenters have called it “nasty,” “classless,” and “disgusting.” Others have gone so far as to call it “vile and sinful” and “insulting, offensive, and demeaning to women.”
But is it really?
No doubt the ad is sexy and suggestive.
Unfortunately for the ad’s detractors, television is a mass medium. Not every ad is going to appeal to every person.
Yes, that means there’s a lot we can be offended by if we want to.
The truth is, women shave their bodies. Some men have trouble getting erections. Women get periods and Cindi Lauper has psoriasis. (I won’t even mention the ads for men with Peyronie’s disease.)
We see it all on TV every day.
This ad simply promotes a women’s razor using a (simple, clever, and effective) visual metaphor that people aren’t expecting.
We can argue all day about whether or not the ad is in good taste, or whether it fits your particular taste. But there’s little question that it works.
Cranky Ad Rating: Five heart-shaped Bonsai trees out of five.
What do you think of Schick’s Hydro Silk TrimStyle commercial? Shave share your thoughts below.
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i think it’s very clever.
On that, we agree! Thanks for reading, EAB.
In response to this comment: “Hate the commercial…and I am a woman …with young grandsons…much too provocative…”
Probably sooner rather than later one of your grand son’s friends will tell him that ‘trimming the hedge makes the porch look bigger’. In the meantime, does it concern you that very young children are being told in schools that they may choose their gender? Regarding the advertisement, as a woman does it make you feel slightly uncomfortable and insecure about your personal grooming? I think the strategy of the ad to get the attention of a broad demographic might be brilliant.
I have no idea what recognition of trans identities has to do with bikini trimmers, but teaching children to respect trans identities isn’t going to make them want to change their gender identity. It will only comfort and protect the ones who already do have those feelings, and the ones with close family members (such as parents or older siblings) who are trans or nonbinary. Children who are confident in and enjoy the identity they were assigned at birth, which is most of them, won’t be shaken in that by hearing that other people who have different experiences still deserve to be treated with respect and kindness.
Hate the commercial…and I am a woman …with young grandsons…much too provocative…
I agree, Anonymous, the ad is provocative. It’s one of the reasons I think it works so well, in fact.
But I’ve only seen this ad run either after prime-time viewing hours or during programs that contain mature subject matter. No, I wouldn’t want your young grandsons to see this ad during a cartoon or family sitcom. But if the program content is for adult audiences, then I think the ad is appropriate, too.
Have you seen this ad run during programs not aimed at adults? If so, please let us know.
Thanks for reading!
Good review…I will mention that the objective is achieved efficiently in a minimum of time, with a catchy tune track that stays in your head….unfortunately longer than the product name. My wife remembered the ad, but couldnt name the product. Personally, I appreciate the humorous aspect as relates to the bold and imaginative concept, and the dynamics/facial expressions of the participants.
Thanks Rob, stay Cranky! Cap’n Curmudgeon
I’m with you, Tony. After getting over my initial surprise at the visual metaphor, I too appreciate the lighthearted humor at work here. It’s fun and flirty — perfect for its target audience.
Stay Cranky, Cap’n!
They took a risk, but I’m sure they did enough focus grouping or panel research to understand that feminists don’t wear bikinis.
I don’t know about that, but I do know Schick knows its audience.
Feminists wear anything we want to wear, and this one agrees that this ad is hilarious. Anyone who tells you there’s a feminist dress code is either an anti-feminist, or someone who’s still struggling with the idea that freedom means individuals can choose whatever they like, because bikinis, frilly skirts, heels, and hijabs may feel oppressive to some women whose choices have been unfairly dictated and constrained by family and society, but are liberating for others.
Hi, Kiri! I myself have read a few feminist rants against bikinis, but I agree with you: Empowered women wear anything they want to wear. Thanks for reading!