Schick and Nick Jonas Reframe Shaving as Skincare in 'Do Right By Your Skin'

Schick and Nick Jonas are making the case that the shave is where skincare actually starts.

Created with BBH USA, "Do Right By Your Skin" takes a skin-first approach to a category that has historically led with hair removal.

However, this time Schick's razors are positioned as tools for skin health as much as for a clean shave.

Jonas was the brand's creative choice for this argument, given his large following among younger, grooming-conscious audiences.

The campaign runs across digital, social, and paid channels, and arrives as men's skincare has become one of the fastest-growing segments in the personal care category.

The Teaser Strategy

The campaign launched in two stages, with an intended gap between them.

On April 27, Jonas posted a cryptic message to his Instagram, stating he was "into some good quality skin care" and telling followers to "stay tuned."

He followed it with a Story featuring a dropper, close-up ingredient shots, and a reveal date of April 29.

The posts generated over 85,000 likes and 1,000 comments in 17 hours, with fans and press outlets guessing that Jonas was launching a personal skincare line.

Cosmetics Business even covered the teaser as a potential celebrity beauty brand debut.

When the Schick partnership was confirmed on April 29, this recontextualized the skincare content entirely.

It framed the razor as the product that delivers what all of the skincare-coded imagery had been pointing toward.

Jonas addressed the partnership in the campaign's official press release.

"Taking care of my skin is a big part of my daily routine. I partnered with Schick because their razors help me look and feel my best," he said.

"The products keep my skin smooth and hydrated, and that makes a real difference for me."

The Strategic Reframe

The "Do Right By Your Skin" platform reflects how mass grooming brands are repositioning themselves as the skincare conversation reaches a wider male audience.

Aurea Tholke, head of Schick Men's and Preps, told DesignRush about the campaign's main intent.

"With Do Right by Your Skin, we reimagined shaving through a skincare lens to shift the conversation from shaving as a task to shaving as a ritual," she explained.

"The creative therefore takes an elevated and inclusive approach to show how Schick puts caring for your skin first, with razors that are designed to protect and care for your skin with every shave."

Schick's latest approach blurs the distinction between a skincare launch and a razor campaign.

The ingredient-forward creative language, the dropper imagery, and the skincare brand teaser format are all borrowed from the beauty industry.

The campaign then uses that language to make the case that the shave is the foundation of a skincare routine.

The strategy also creates a category of one, as most razor campaigns focus on closeness, speed, or precision.

A campaign that leads with skin health gives Schick a brand positioning that connects directly to the skincare conversation, with the razor as the proof point.

The Schick campaign offers a a few tips for brands looking to reposition within a maturing product category:

• Use the teaser to earn earned media before launch: The fake skincare brand setup generated press coverage and social attention at no paid media cost.
• Cast talent whose personal brand is a match: Jonas's publicly discussed skincare routine makes the partnership feel grounded.
• Borrow category codes to reframe the product: Leading with ingredient imagery and skincare aesthetics signals where Schick wants to compete.

The rug-pull reveal mechanic is the campaign's most transferable lesson.

Building audience speculation before confirming a partnership produces organic reach, and Schick's reveal had a creative payoff that gave the energy somewhere useful to go.

Our Take: Does the Skincare Repositioning Hold Up?

We think it holds up well, and the teaser execution has stood out alongside the campaign itself.

Getting 85,000 likes and genuine press coverage for what was effectively a pre-launch stunt is a big achievement in a category where razor campaigns don't typically earn organic attention.

The reveal then directed the energy accordingly, with Jonas as a credible brand ambassador.

The brand's choice to reposition itself is also well-timed, given that men's skincare has grown so much over the past five years.

A mass-market grooming brand entering that conversation through a well-known celebrity is a wise move.

Grooming brands repositioning within the skincare space need agencies that understand how to borrow category codes credibly without losing the core product message.

Explore the top beauty advertising agencies in our directory.