Edgewell revolutionizes women’s shaving routine with Schick Intuition bi-directional razor, says GlobalData

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Edgewell Personal Care has recently launched the Schick Intuition f.a.b. bi-directional razor in the US. The new and disruptive razor technology is all set to revolutionize the shaving routine of women, according to leading data and analytics company, GlobalData.

The f.a.b. in the product’s name stands for ‘forwards and backwards’. Schick Intuition is a first-of-its-kind bi-directional razor, which allows women to effortlessly shave in forward and backward, up and down, and side-to-side motions without lifting the razor from their skin, claims the company.

The top blades in the razor are positioned to shave up, while the bottom blades are positioned to shave down. The razor is equipped with an advanced moisture gel which is said to provide ‘effortless glide to help the razor move smoothly along your skin’.

Tom Vierhile, Innovation Insights Director at GlobalData, says: “Women tend to shave the legs or underarms in one direction to minimize nicks or cuts. This slows down the shaving process and makes shaving more time consuming than it may have to be. “Edgewell Personal Care’s new Schick Intuition f.a.b., which comes with a bidirectional cartridge razor, could cut total shaving time in half while producing a more satisfying result for razor users.”

However, American women tend to be less inclined to try new or different varieties of shaving products than many other types of personal care products, such as deodorants or soap. GlobalData’s Q3 2016 global consumer survey found that just 45% of American women often or sometimes try new and different shaving products.

Vierhile adds: “It may take a somewhat radical innovation like Schick Intuition f.a.b. to persuade women to give new products a try.”

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4,000 of the world’s largest companies, including over 70% of FTSE 100 and 60% of Fortune 100 companies, make more timely and better business decisions thanks to GlobalData’s unique data, expert analysis and innovative solutions, all in one platform. GlobalData’s mission is to help our clients decode the future to be more successful and innovative across a range of industries, including the healthcare, consumer, retail, financial, technology and professional services sectors.