The Schick razor is marketed by
NASCAR Driver Martin Truex Jr.
Schick introduced a new razor with a scented handle, called the Xtreme3 Refresh, which evokes having just taken a shower. When the company tested it, about half the men realized it had a smell:
The men who noticed the scent formed a better impression of the razor over all, rating it more highly than the oblivious respondents on nonolfactory performance factors including the closeness and comfort of shaving. Among those who noticed the scent, 70 percent said it was a razor they definitely would choose to buy, compared with 43 percent of those who did not notice.Said Schick brand manager Suma Nagaraj:
“...the scent provides an additional linkage with this razor that strengthens their bond with it... Scent is so evocative, and as they grow older we want this scent to be kind of another anchor that’s in their brain for this razor.”- Schick Uses Scent to Give Men’s Razor a Competitive Edge, The New York Times>>
- FROM MORNING ROUTINES TO A CITY’S SMELL, NEW SCHICK® XTREME3® STUDY REVEALS WHAT AMERICANS MOST WANT REFRESHED, PRNewswire>>