A new razor is hitting the shelves at mass retailers today — a first-of-its-kind bi-directional razor. The Schick Intuition f.a.b. is designed to work forward and backward.
 
The innovation enables women to effortlessly shave in both directions without lifting the razor from their skin, the company says. It was developed after years of testing. 

Anthony Pietrini, senior brand manager  for Schick Intuition at Edgewell Personal Care, says, “Ease and convenience is the name of the game for Schick Intuition. In 2003, we revolutionized the shaving experience with the world’s first 2-in-1 razor that lathers and shaves in one step…now, the new Schick Intuition f.a.b. is a breakthrough product will provide a solution to one of the biggest conventions in shaving through the use of bi-directional shaving.”

How It Works

“f.a.b.” stands for forward and backward. The bi-directional cartridge allows you to safely shave forward and back without lifting the razor from your skin. Top blades shave up and the bottom blades shave down to help achieve a comfortable shave.

The razor cartridge also has advanced moisture gel built-in for an effortless glide.  Eric Kaplan, Project Manager Research & Development at Edgewell Personal Care, explains, “With a new and disruptive razor technology, we wanted to ensure the razor performed to the best of its ability. This was one of the most consumer-tested shave systems we have ever launched.”

Schick Intuition f.a.b. launches today at mass, drug and grocery stores nationwide.