While face masks prevent the spread of Covid-19, they can also make communication more difficult by not only muffling the speaker’s voice, but also hiding non-verbal cues from facial gestures with the nose, mouth and chin.
That leaves the eyes, eyebrows, and forehead to talk more.
The razor brand Schick has created a short tutorial with the Hydro Silk product, which is about how to better communicate with your eyebrows. The three-minute clip, created in collaboration with Edelman, features body language expert Blanca Cobb, who has a master’s degree in psychology from North Carolina State University, sharing tips with actress Madison Bailey, star of the Netflix teen drama Outer Banks , Splits.
Examples include greeting a person (raising their eyebrows quickly, then lowering their eyebrows) and letting them know that you are listening (continuously raising their eyebrows).
During the exchange, Bailey says she uses the Hydro Silk touch-up razor to keep her brows sharp – and presumably her non-verbal messages sharper. Bailey recently posted the video on Instagram to her 3.2 million followers.
“We know from trends that many women are now looking for eyebrow and eyebrow products to highlight their face over the mask instead of the usual bold lip color,” said Melissa Rossi, brand manager at Hydro Silk. “Brows really are the new lips.”
The brand partnered with Bailey because they knew they would appeal to Hydro Silk audiences, Rossi said. “She is approachable and of course has great brows.”
In addition to a post on Bailey’s personal Instagram account, Hydro Silk is also posting its eyebrow tutorial with paid spots on YouTube and Snapchat.
Although Rossi indicated that eyebrow tool sales rose during the pandemic, overall razor blade demand has fallen as fewer people appear to be advocating a clean shave. For the three-month period ended June 30, Schick Hydro Silk’s parent company, Edgewell Personal Care, reported that net sales in the shaving segment were 15% lower than in the prior-year quarter.
Rod Little, the company’s CEO, told analysts during an August earnings call that the result of this change in consumer behavior is evident on Zoom calls. “There is less shaving going on right now,” he said.
As far as Schick Hydro Silk’s attention to eyebrows is concerned, however, the brand sees an opportunity to use its new campaign to drive purchasing decisions.
“Knowing that consumers are looking for home improvement tools that can help them achieve salon-quality results from the comfort of their own home, we believe our Hydro Silk Touch-Up is a great place to be right now,” said Rossi .
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