Small but Mighty: the Journey Behind Bringing Schick Hydro Silk Mini to Shelves

In honor of the recent Hydro Silk Mini Razor launch, we’re highlighting how this impressive and innovative product came to life. Edgewell teammate and Senior Brand Manager, Amanda Alvarez provides an inside look – from design decisions, key breakthroughs, cross-functional teamwork and more - to highlight how the team brought this product from concept to market.

 

 

           

                   

Can you tell us a bit about your role at Edgewell and your role in bringing Hydro Silk Mini to shelf?

 

Hi! I’m Amanda Alvarez, Senior Brand Manager for Schick Women’s. I lead brand strategy and innovation across our women’s razor portfolio, focusing on consumer needs and bringing thoughtful solutions to life in market.

 

My role on Hydro Silk Mini was a bit unique — I was involved from start to finish. I began on the Innovation team, helping lead development of the product from its earliest concept stages. Then, ahead of launch, I transitioned into the Brand role, where I led the strategy and plan to bring Hydro Silk Mini to market. It’s not often you get to follow a product all the way from idea to shelf, so it was really rewarding to be part of every step of the journey.

 

What was the inspiration behind the Hydro Silk Mini?

We were seeing mini formats explode across women’s personal care and beauty, driven by a growing desire for portable, convenient versions of the products women love, so they never have to be without the solutions they rely on.

 

At the same time, one of women’s biggest unmet shaving needs is missed spots. The Schick Hydro Silk Mini was created to solve that with an easy, effective solution she can take anywhere, so she never has to worry about a missed spot again.

 

Did the Innovation team pull inspiration from the wider Edgewell international profile of brands, in the process?

Yes — our colleagues in China had developed a highly successful mini razor, which served as a great starting point. We took that and evolved it into something uniquely Hydro Silk: compatible with our existing system, aligned with our brand’s aesthetic and color palette, and designed specifically for our consumer and retail environment.

 

What makes Hydro Silk Mini different from other mini razors on the market?

Besides being truly adorable, Hydro Silk Mini was designed to perform. It features five blades for a close shave, our proprietary Hydro Boost™ Serum for incredible glide and moisturization, and a thoughtfully designed handle that’s easy to grip and maneuver, even at a smaller size.

 

Another standout feature is the premium travel case. It has a magnetic closure that keeps the razor clean and protected when you’re on the go, and it even doubles as a shower stand, so you never have to worry about where to place your razor.

 

 

What was the process like, working on a product launch from its first iterations in Innovation, through to its release in stores and on shelves?

When you’re in the innovation and design phase, you spend a lot of time imagining how a product will eventually come to life in market. Getting to actually play that out with Hydro Silk Mini was a lot of fun. We started by testing early concepts with consumers, then refined every detail through development, including things like color choices and packaging, all the way to naming and claims.

 

From there, the focus shifted to figuring out how to bring it to market in a way that felt as thoughtful and exciting as the product itself — from photo shoots and a social-first media plan, to press outreach, influencer partnerships, display and copy development. It was a deeply cross functional effort spanning R&D, insights, packaging, media, and activation. Seeing Mini finally land on shelf made all of that work, worth it.

 

Were there any challenges you faced during the creation and launch of Hydro Silk Mini?

One interesting challenge was the packaging. The case is a beautiful, opaque pink, which looks premium in real life but created a challenge on shelf. If we placed the razor inside the case, consumers wouldn’t be able to see the razor at all, and we know visibility is incredibly important when shoppers are making decisions.

 

At the same time, we had to balance strong shelf presence with razor visibility and enough space to clearly communicate key features. We solved this by creating a bit of visual illusion: showcasing the razor through clear packaging, paired with an illustration of the case behind it, and then revealing the actual case on the back of the pack. This allowed us to clearly tell the full product story and ensure the packaging stood out on the shelf.

Was there a breakthrough moment where you knew the team was on the right track?

Leading up to launch, several mini razors entered the market which really reinforced that if we weren’t going to be first, we would have to be the best. A pivotal moment came during consumer testing, when women tried Hydro Silk Mini alongside popular competitive options. The results were energizing: 70% of women preferred Hydro Silk Mini, praising both how cute it was and how well it shaved. Many even said it delivered the best shave they’d ever had, which gave us a lot of confidence heading into launch that the product would really resonate with women.

 

What are you most excited for consumers to discover, when they pick up a Hydro Silk Mini at their local retailer?

I love a surprise feature that makes life easier, so I’m excited for consumers to discover that the travel case doubles as a shower stand. It’s one of those small details that ends up being incredibly useful.

 

I’m also excited for them to realize that the refills are compatible with the full-size Hydro Silk razor, reinforcing that Hydro Silk truly has you covered both at home and on the go. We even have a special, best-in-class Walmart display launching this April that brings that story to life in a compelling way, and I’m so proud of the team for making it happen.

 

 

What do you think will resonate with consumers the most, about this product? 

Women have told us how much dread they feel when they realize they forgot to shave or missed a spot, and that insight stayed with us throughout development. Hydro Silk Mini was created for those exact moments - a small, reliable solution you can keep with you, wherever life takes you. Whether it’s in your purse, gym bag, or car, having it on hand can make a real difference in how confident you feel, and we’re already seeing that resonate with women.

 

It’s also been exciting to see how much joy this product is bringing to a category that can often feel like a chore. Watching the campaign come to life, especially on social media where creators and influencers have embraced how adorable the razor is, has been incredibly rewarding.

 

I’m so proud of the team that brought this to life and excited that Hydro Silk Mini can now conveniently deliver a safe, close, silky-smooth shave for women anytime, anywhere. You can find the Mini at Walmart, Target, on  Amazon and more.