Schick has entered a content deal with FHM magazine whereby the magazine will provide content to the razor manufacturer to help promote its new Quattro four bladed razor. Interactive firm Interevo along with J. Walter Thompsom put a deal together that calls for FHM to provide Schick with content for its Quattro website. Content will include gaming, entertainment, fashion and grooming information.
Acknowledging that no one is going to go to a web site that just includes specifications on an item as mundane as a razor, Schick ad agency JWT put requests for content partnership proposals out to magazines targeting men 18-34. In a bidding war, FHM came out on top. Curiously, Razor Magazine would seem to have been a shoe in for this one. Perhaps the association was one too many blades close for comfort.
