Approximately 1 in 2 Men*1 Shave Without Shaving Cream, While Only 2% of Women Use It*2! Schick Japan Launches Full-Scale "Skin Care Project" to Promote Proper Shaving Habits
Schick Japan has launched the "Skin Care Project" to address skin problems caused by shaving and promote proper shaving habits. The project aims to educate consumers on the importance of using shaving cream and proper techniques to prevent issues like razor burn and skin irritation, transforming shaving into a skin care routine.
📋 Article Processing Timeline
- 📰 Published: April 15, 2026 at 21:00
- 🔍 Collected: April 15, 2026 at 12:31
- 🤖 AI Analyzed: April 16, 2026 at 03:41 (15h 10m after Collected)
Schick Japan K.K. (Headquarters: Shinagawa-ku, Tokyo; President: Hideo Goto; hereinafter "Schick Japan"), the No. 1*3 company in the Japanese razor market, has launched the "Skin Care Project" to focus on skin problems caused by shaving and widely communicate the importance of proper shaving habits. Despite shaving being a daily routine, many people suffer from skin problems such as stinging, redness, and skin irritation*4 after shaving. In fact, according to a survey by Schick Japan, "razor burn" is among the top skin concerns for men. Against this background, Schick Japan launched this project with the aim of spreading correct knowledge and new habits for comfortable shaving while protecting the skin. Through this project, Schick Japan proposes shaving not merely as "the act of removing hair," but as a "new habit of skin care," supporting the creation of healthier skin.
■ Shaving Realities Revealed by Schick Japan's Survey
Shaving Reality 1: Many people experience skin problems due to self-taught shaving methods
Shaving is a common grooming habit for many people, but a significant number also experience skin problems. In fact, Schick Japan's survey*5 shows that "razor burn" is among the top two skin concerns for men in their 20s to 50s, indicating that many feel a burden on their skin from shaving. Furthermore, 87%*6 of men have experienced bleeding during shaving, suggesting that incorrect shaving methods may be causing skin problems.
Shaving Reality 2: Approximately 1 in 2 men*1 do not use shaving cream
According to Schick Japan's survey, among those who use razors, only about 52%*1 of men and 2%*2 of women use shaving cream. This reveals that approximately 1 in 2 men*1 substitute shaving cream with body soap, bar soap, or facial cleanser.
Shaving Reality 3: Lack of opportunities to learn proper shaving methods – 84%*6 have never been taught the correct way
Schick Japan's survey*6 found that 84%*6 of all men have never been taught proper shaving methods. While shaving is a daily habit, there is a clear lack of opportunities for systematic learning, suggesting the need for initiatives to disseminate correct knowledge.
■ Role of Shaving Cream
Shaving cream forms a protective film between the skin and the blade, reducing friction and irritation, protecting the skin from irritation*4, and supporting a smooth and close shave. Therefore, using shaving cream is believed to reduce the burden on the skin during shaving and help maintain a more refined skin condition*7.
■ What is the Skin Care Project?
The "Skin Care Project" promoted by Schick Japan is an initiative to re-evaluate shaving not merely as "the act of removing hair," but as a "skin care habit." Schick Japan's survey*6 highlighted social issues such as many people experiencing skin problems due to self-taught and incorrect shaving methods, and a lack of opportunities to learn proper techniques. To address these issues, the project widely disseminates the importance of correct shaving methods and pre-shaving skin care (using shaving cream). It will deploy multifaceted awareness activities across brands, including providing educational materials for high school health and physical education classes, releasing a documentary-style YouTube content titled "Can I Shave That Beard?" to allow people to experience proper shaving, and engaging in promotional activities through official websites, social media, and in-store displays. Through this project, Schick Japan aims to establish "pre-shaving skin care" as a new norm in Japan, transforming shaving into a more comfortable and exciting experience.
■ Comments
Hideo Goto (President of Schick Japan & President of North Asia Region)
Shaving is a daily habit for many, but a considerable number also experience skin problems such as stinging and razor burn. However, we believe that many of these problems are not due to shaving itself, but rather to the lack of widespread knowledge about proper methods and techniques. With the desire that Schick Japan, the No. 1*3 company in the Japanese razor market, must change this situation, the "Skin Care Project" was launched under the purpose of "Make Beauty Grooming Joyful" to promote pre- and post-shaving skin care. Through this project, we sincerely hope that the daily skin care experience will spread to as many customers as possible as an exciting one.
Hair & Makeup Artist KUBOKI (Schick Japan Beauty Grooming Advisor)
I believe that shaving is not just about trimming beards or peach fuzz, but an important care routine that greatly influences the impression of one's skin. In fact, proper shaving tidies the skin surface and significantly enhances cleanliness. However, observing many people in the field, a considerable number experience stinging and skin irritation from shaving. In such cases, I feel that it's often not the shaving itself that's bad, but rather insufficient preparation and care. By performing proper shaving, the condition of the skin can change significantly. And by viewing shaving as a "skin care" time, I would be delighted if it becomes a habit that can be comfortably continued every day.
■ Skin Care Project Official Website
Proper Shaving Methods [Men]: https://schick.jp/pages/mens_hadacare
Proper Shaving Methods [Women]: https://schick.jp/pages/womens_hadacare
■ YouTube Channel: Can I Shave That Beard?
URL: https://www.youtube.com/@official_sonohige
*1 Shaving usage rate (men): Schick Men's Prep Survey 2024 (N=1,600 / men aged 20-54)
*2 Shaving usage rate (women): Schick Women's Shaving Survey 2023 (N=700 / women aged 20-49)
*3 Intage SRI+ Razor Market (holders, disposables, replacement blades) Cumulative sales amount by manufacturer for each year from March 2025 to February 2026
*4 Caused by friction and dryness from shaving
*5 Schick Japan conducted survey (online survey by external research, 1,600 Japanese men aged 20-54 who shave at least 4 times a week, including wet shavers / 2024)
*6 Schick Japan conducted survey (national web questionnaire, 300 men aged 20-70 / conducted: March 2026)
*7 Comparison of skin surface conditions between men who habitually use shaving cream before wet shaving and men who do not (Schick Japan survey)
■ Shaving Realities Revealed by Schick Japan's Survey
Shaving Reality 1: Many people experience skin problems due to self-taught shaving methods
Shaving is a common grooming habit for many people, but a significant number also experience skin problems. In fact, Schick Japan's survey*5 shows that "razor burn" is among the top two skin concerns for men in their 20s to 50s, indicating that many feel a burden on their skin from shaving. Furthermore, 87%*6 of men have experienced bleeding during shaving, suggesting that incorrect shaving methods may be causing skin problems.
Shaving Reality 2: Approximately 1 in 2 men*1 do not use shaving cream
According to Schick Japan's survey, among those who use razors, only about 52%*1 of men and 2%*2 of women use shaving cream. This reveals that approximately 1 in 2 men*1 substitute shaving cream with body soap, bar soap, or facial cleanser.
Shaving Reality 3: Lack of opportunities to learn proper shaving methods – 84%*6 have never been taught the correct way
Schick Japan's survey*6 found that 84%*6 of all men have never been taught proper shaving methods. While shaving is a daily habit, there is a clear lack of opportunities for systematic learning, suggesting the need for initiatives to disseminate correct knowledge.
■ Role of Shaving Cream
Shaving cream forms a protective film between the skin and the blade, reducing friction and irritation, protecting the skin from irritation*4, and supporting a smooth and close shave. Therefore, using shaving cream is believed to reduce the burden on the skin during shaving and help maintain a more refined skin condition*7.
■ What is the Skin Care Project?
The "Skin Care Project" promoted by Schick Japan is an initiative to re-evaluate shaving not merely as "the act of removing hair," but as a "skin care habit." Schick Japan's survey*6 highlighted social issues such as many people experiencing skin problems due to self-taught and incorrect shaving methods, and a lack of opportunities to learn proper techniques. To address these issues, the project widely disseminates the importance of correct shaving methods and pre-shaving skin care (using shaving cream). It will deploy multifaceted awareness activities across brands, including providing educational materials for high school health and physical education classes, releasing a documentary-style YouTube content titled "Can I Shave That Beard?" to allow people to experience proper shaving, and engaging in promotional activities through official websites, social media, and in-store displays. Through this project, Schick Japan aims to establish "pre-shaving skin care" as a new norm in Japan, transforming shaving into a more comfortable and exciting experience.
■ Comments
Hideo Goto (President of Schick Japan & President of North Asia Region)
Shaving is a daily habit for many, but a considerable number also experience skin problems such as stinging and razor burn. However, we believe that many of these problems are not due to shaving itself, but rather to the lack of widespread knowledge about proper methods and techniques. With the desire that Schick Japan, the No. 1*3 company in the Japanese razor market, must change this situation, the "Skin Care Project" was launched under the purpose of "Make Beauty Grooming Joyful" to promote pre- and post-shaving skin care. Through this project, we sincerely hope that the daily skin care experience will spread to as many customers as possible as an exciting one.
Hair & Makeup Artist KUBOKI (Schick Japan Beauty Grooming Advisor)
I believe that shaving is not just about trimming beards or peach fuzz, but an important care routine that greatly influences the impression of one's skin. In fact, proper shaving tidies the skin surface and significantly enhances cleanliness. However, observing many people in the field, a considerable number experience stinging and skin irritation from shaving. In such cases, I feel that it's often not the shaving itself that's bad, but rather insufficient preparation and care. By performing proper shaving, the condition of the skin can change significantly. And by viewing shaving as a "skin care" time, I would be delighted if it becomes a habit that can be comfortably continued every day.
■ Skin Care Project Official Website
Proper Shaving Methods [Men]: https://schick.jp/pages/mens_hadacare
Proper Shaving Methods [Women]: https://schick.jp/pages/womens_hadacare
■ YouTube Channel: Can I Shave That Beard?
URL: https://www.youtube.com/@official_sonohige
*1 Shaving usage rate (men): Schick Men's Prep Survey 2024 (N=1,600 / men aged 20-54)
*2 Shaving usage rate (women): Schick Women's Shaving Survey 2023 (N=700 / women aged 20-49)
*3 Intage SRI+ Razor Market (holders, disposables, replacement blades) Cumulative sales amount by manufacturer for each year from March 2025 to February 2026
*4 Caused by friction and dryness from shaving
*5 Schick Japan conducted survey (online survey by external research, 1,600 Japanese men aged 20-54 who shave at least 4 times a week, including wet shavers / 2024)
*6 Schick Japan conducted survey (national web questionnaire, 300 men aged 20-70 / conducted: March 2026)
*7 Comparison of skin surface conditions between men who habitually use shaving cream before wet shaving and men who do not (Schick Japan survey)