There is a 4x3cm area in all Rirekisho (standardized Japanese resume format) where ID photos are to be placed. We used this small space for branding and printed various words of encouagement in order to support job seeking students through their stressful process.

Schick developed an original Rirekisho, a standardized resume format that is used during job-seeking in Japan. More specifically, various uplifting messages related to job-seeking were printed where the ID photo is to be attached. Students notice the messages when filling in thier resumes and feel the encouragement. The printed message is completely covered once the ID photo is attached therefore, students can actually use this resume like any other ordinary resume. We packaged the resumes with a shaver, and handed them out directly to job-seeking students for a month at bookstores in ten different universities at the start of job-seeking season.

The low-key and unexpected encouagement was inpactful and well recieved by the job-seeking students. It gave the students the confidence and courage and allowed them to proactively get through their stressful job seeking process. Consequently, Schick was successful in becoming a brand that is highly praised and supported by young men who are the shaving entry users.