Developing skincare razors for the Japanese market for Schick

Edgewell Personal Care came to TSI looking to develop innovative men’s razors for the Japanese market to boost their positioning in-market for the Schick brand.


Insights, Innovation


Edgewell Personal Care


Japan, USA


Personal Care


We immersed ourselves in the category to better understand target Japanese consumer attitudes towards skincare and shaving. We then explored the market from several different angles to understand where it might be moving in the near future.

Armed with this knowledge, we spearheaded a multi-region design thinking program gathering client stakeholders from the US, Australia, Japan, and China. Together, we developed ideas in real-time over a collaborative virtual platform. This resulted in 80 new product ideas rooted in consumers’ needs and aligned across client teams.

We then had consumers rank these ideas, with TSI ultimately selecting those most likely to succeed via commercial viability sorting workshop. Successful ideas were then developed into fully-fledged product concepts, including prototype hand sketches made by our design team. These were then tested in a final consumer validation session before moving into final product development.


Product concepts across 4 regions • Packaging prototype • Consumer-validated concepts.

Points of Difference

Virtual cross-regional workshops • Insights, strategy, innovation, and design carried out in-house

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