For Schick Canada’s latest online campaign, it challenged Canadian artists to produce work based on the beauty of the female form. The brand has now funded artwork from eight finalists and included each in a new online art gallery, Bodies of Art, which went live Tuesday.
Schick Canada brand manager Greg Crisp said artists were given a brief based on a corporate mantra – “Style begins before you get dressed” – as part of a campaign for the Quattro for Women line of razors.
The new online art gallery features photographs of naked women each covered in a different design based on the artist’s concept. Some feature painted flowers and butterflies while others use physical materials such fabric cherry blossoms and playing cards. As Quattro for Women are aimed at female consumers (obviously), it was natural that the artists focus on the female form, Crisp said. “It’s about expressing that a woman’s beauty and style comes from within,” he said.
Schick enlisted Paradigm Public Relations to promote the initiative at art colleges and universities in Toronto, Vancouver and Montreal. David Brown, a contemporary Canadian artist, selected the finalists.
The company chose to target students instead of older artists to appeal to the product’s target demographic. Crisp said the company thinks of the Quattro razor as a ‘date night’ product aimed at young women.
