Edgewell appoints Chemistry as full social strategy and creative partner

After a string of award-winning social campaigns for Schick and Basketball NZ including Schick Everyday Ballers and Schick Neighbourhoops, Edgewell Personal Care has awarded Beaumont St agency Chemistry the full social strategy and creative work for its New Zealand brands.

The appointment covers Schick Mens, Schick Womens, Banana Boat, Hawaiian Tropic and emerging skincare brand Bulldog.

Says Susan Jackson, senior brand manager at Edgewell: “Chemistry has been a great partner with Schick Mens, delivering some incredible work for our partnership with Basketball NZ which genuinely engaged the basketball community in New Zealand. We’re excited to expand the partnership and bring a bit of left-field thinking to the rest of our brand stable.”

Chemistry has a bespoke approach to social which focuses on monetising social media for clients. By giving brands a uniting purpose on social, underpinned by distinct customer truths, they create strategies and creative content that genuinely engage and entertain audiences, building communities, fostering brand salience and growing consideration.

Says Amelia Petrovich, social creative lead, Chemistry: “Edgewell wants to ensure they deliver content Kiwis are keen to see from their cosmetic and personal care brands in 2023. The status quo of product marketers single-mindedly celebrating their product is not right for the social media space.

“Social is an environment that rewards risk-taking. For example, razor brands have been telling us how to be for yonks. But for the average Kiwi bloke, the worst thing we can do is act a bit like their Mum. We’re looking forward to changing that.”

Chemistry planner, Felix Pryor says the strategic focus of the social work for Edgewell is all about celebrating our daily rituals, whatever they are: “These brands are close to both Kiwis’ and Aussies’ lives, in the most intimate sense. When you open your bathroom cabinet, you see Edgewell.”

Chemistry will be responsible for Edgewell’s social strategy, creative ideation and content production as well as partnership and activation support.

Client:  Edgewell Personal Care
Executive Creative Director:  Susan Young
Social Creative Lead:  Amelia Petrovich
Planner:  Felix Pryor
Studio Creative:  Paolo Alinea
Business Partner:  Henry Smith
Senior Business Manager:  Tayla Brewer