Ice-cold shaving using ice water defies the conventional wet shaving. By cooling the skin through the shaver, face hair stands on end, enabling a closer shaving. It is the shaving as a unique feature in summer like shaved ice.

We set a stylish stand to distribute glasses with ice water and shavers, and encourage trial in a shaving space. This event was held for 3 days from August 7 to 9 in the major office district in Tokyo.

Shaving became news hook and Schick draw attention. This event was featured by a wide variety of media including TV, newspaper and digital. It also brought a surprise to Japanese men and altered their consciousness toward shaving.