Bump Patrol, the No. 1 brand for eliminating razor bumps according to IRI Data, announces the debut of the Smooth Crew as part of an education campaign to help wipe out razor bumps, a common shaving problem particularly among men of color.
Weighing in on the skin-deep side of the Smooth Crew's expert duo is Dr. Paul Wallace, an internationally recognized Harvard-trained dermatologist and cosmetic surgeon based in Beverly Hills, Calif., from where he also serves as a medical advisor to major movie studios. Chairman of the World Boxing Council's Medical Advisory Board, Wallace is the world's No. 1 ringside physician for boxing and mixed martial arts, appearing regularly on ESPN.
His connection to sports ties in well with Bump Patrol's new advertising campaign that pictures Wallace donning a boxing glove as he and his barber counterpart strike a pose as they declare their fight against razor bumps.
Master Barber Will Williams is the shaving half of the Smooth Crew, with 30 years of experience in the grooming industry as an award-winning barber, cosmetologist and product developer. Williams also currently serves as Director of Consumer Education atM&M Products Company, maker of Bump Patrol, working directly with consumers, barbers and retailers domestically and abroad. Together he and Wallace come out swinging with a strong message to "man up" about razor bumps.
"Men come into my office all the time with blood on their collars from shaving mishaps and razor bumps. They think it's okay, but it's not," said Wallace about his medical practice that counts several celebrities among his patients. "Men need to hear from us and from people close to them that their razor bumps are noticeable, ugly, and really unnecessary considering an effective product like Bump Patrol is readily available to them."
Razor bumps are a common problem among men who shave, particularly men of color, the primary target market for Bump Patrol. According to research conducted by the U.S. Army, up to 80 percent of all African-American men experience razor bumps. Latino, Jewish and Mediterranean men, whose beards are also typically coarse, curly and prone to ingrown hairs, struggle with the problem, too. "The process of shaving is basically simple, but it requires some thought. It shouldn't be done mindlessly," says Williams. "It's kind of like tying a necktie. Most men know how to do it, but many end up with a shoddy-looking knot if they don't pay attention."
According to the Smooth Crew, most men over shave or under shave. They might achieve a smooth surface for a moment, but once the skin has time to react to razor irritation, it starts to inflame, resulting in razor burn or razor bumps. A proper technique should take about three minutes, from start to finish, using a wet blade or dry electric razor. For a step-by-step guide, see Bump Patrol's Directional Shave Method online atwww.bumppatrol.com.
Advertising, social media, an online video series, spokesperson interviews and public relations are part of the new Smooth Crew undertaking to promote the experts and to solidify Bump Patrol's top spot in the market. Creation of the Smooth Crew marks Bump Patrol's most comprehensive marketing effort since its brand re-launch and trademark of the Directional Shave Method in early 2007.
Beginning December 2010, the Bump Patrol website will feature a section dedicated to the Smooth Crew's wide range of shaving tips and topical issues, including videos of conversations with Wallace and Williams. Consumers, barbers and dermatologists will also be able to pose questions on Bump Patrol's Facebook, Twitter and YouTube accounts for Smooth Crew feedback.
Bump Patrol consists of two shaving creams and four aftershave treatment formulas: reliable Original, alcohol-free Sensitive, Extra Strength for severe cases of razor bumps, and new Maximum Strength for fast-acting, 24-hour results. Several national retailers sell the line, including Walmart, Target, CVS, Rite-Aid, Walgreens and Sally Beauty. Formore information about Bump Patrol, visit www.bumppatrol.com.
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