05.11.22
As part of the roll out of its new Hydro Silk Dermaplaning Wand, Edgewell Personal Care brand Schick has unveiled the Hydro Silk Unfiltered Beauty Mirror, a prototype that livestreams unedited content. The goal: encourage all women to ditch filters on social media.
Edgewell says the prototype is uniquely designed to build emotional awareness and self-compassion, encouraging women to face and embrace their up-close reflection by generating authentic, unfiltered beauty content.
The mirror features a built-in smartphone slot that allows users to stream live content from the mirror's reflection on Instagram and TikTok; it eliminates distracting likes, comments, shares from followers in real-time, removing the ability to filter content before sharing with the world.
As part of the Hydro Silk's "You, Unfiltered" campaign, beauty influencers will use the mirror to produce live, unfiltered beauty content across Instagram and TikTok this month in alignment with Mental Health Awareness Month.
Beauty influencers will live-demo the new Hydro Silk Dermaplaning Wand, too.
The Hydro Silk Dermaplaning Wand is a refillable, premium, full-face dermaplaning tool. It features a professionally inspired ergonomic handle and exfoliating edge with unique micro guards to protect delicate facial skin. In addition to removal of fine hairs and improving skin texture, dermaplaning is said to help absorption of lotions and serums.
This multi-purpose tool is dermatologist-tested and clinically proven to create a flawless base for makeup or skincare product application, according to Edgewell.
"Our journey to launch was challenging, as we spent months trying to secure a prominent woman who would get up-close, ditch the filters and dermaplane live, but everyone we asked was uncomfortable with the idea," said Melissa Murphy, senior brand manager for Schick Hydro Silk. "We realized that while the conversation about going unfiltered isn't necessarily 'new', many well-known influencers, whom millions of women look up to, still don't feel comfortable being completely vulnerable and unfiltered. That told us how important this message was, so we pivoted our strategy and challenged a group of authentic and diverse social media influencers to share their stories and kick-start a new conversation about beauty."
The Hydro Silk Dermaplaning Wand is currently available for purchase in stores, on retailer websites and at Schick.com.
Edgewell says the prototype is uniquely designed to build emotional awareness and self-compassion, encouraging women to face and embrace their up-close reflection by generating authentic, unfiltered beauty content.
The mirror features a built-in smartphone slot that allows users to stream live content from the mirror's reflection on Instagram and TikTok; it eliminates distracting likes, comments, shares from followers in real-time, removing the ability to filter content before sharing with the world.
As part of the Hydro Silk's "You, Unfiltered" campaign, beauty influencers will use the mirror to produce live, unfiltered beauty content across Instagram and TikTok this month in alignment with Mental Health Awareness Month.
Beauty influencers will live-demo the new Hydro Silk Dermaplaning Wand, too.
The Hydro Silk Dermaplaning Wand is a refillable, premium, full-face dermaplaning tool. It features a professionally inspired ergonomic handle and exfoliating edge with unique micro guards to protect delicate facial skin. In addition to removal of fine hairs and improving skin texture, dermaplaning is said to help absorption of lotions and serums.
This multi-purpose tool is dermatologist-tested and clinically proven to create a flawless base for makeup or skincare product application, according to Edgewell.
Women's Mental Health
According to the SeekHer Shift 2022 Report on the State of Women's Mental Health, social media has a strong impact on beauty standards. In fact, 31.8% of women say their body image and self-esteem are negatively impacted by social media, while 42.3% say they have difficulty showing themselves forgiveness and self-love because their imperfections make them feel less worthy or valuable as a person."Our journey to launch was challenging, as we spent months trying to secure a prominent woman who would get up-close, ditch the filters and dermaplane live, but everyone we asked was uncomfortable with the idea," said Melissa Murphy, senior brand manager for Schick Hydro Silk. "We realized that while the conversation about going unfiltered isn't necessarily 'new', many well-known influencers, whom millions of women look up to, still don't feel comfortable being completely vulnerable and unfiltered. That told us how important this message was, so we pivoted our strategy and challenged a group of authentic and diverse social media influencers to share their stories and kick-start a new conversation about beauty."
The Hydro Silk Dermaplaning Wand is currently available for purchase in stores, on retailer websites and at Schick.com.