Magic: Razorless Shave Cream (2025)

As Content Lead for Softsheen-Carson, much of my work focused on Dark & Lovely until an opportunity emerged to reintroduce Magic, a men’s grooming brand that had not seen a creative refresh in over five years. I was excited to breathe new life into the brand, starting with its hero product, Razorless Shave Cream.

Through user-generated content, we uncovered an organic behavior shift: women were already using the product for underarm and leg hair removal. This insight became the foundation for expanding the brand’s audience and reframing its positioning as a multi-use grooming essential.

Creatively, I pushed to bring the brand name to life visually. If it’s called Magic, it should feel like it. This led to a refreshed visual identity rooted in transformation and reveal. The work included elevated still photography and how-to content demonstrating safe use across face, head, underarms, legs, and bikini areas.

To execute the vision, I partnered with photographer Bri Johnson for a skin-forward, beauty-led aesthetic, and brought on editor and creator Teron Hariss (RON DOUG) to infuse playful, magic-inspired transitions, treating each routine like a visual trick revealing smooth, radiant skin.

I led casting, crew selection, storyboarding, concept development, and post-production, delivering a modern, inclusive creative system that repositioned Magic for a new generation of consumers.

(Creative Direction & Casting: Ricardo A. Gidarisingh, Photography: Bri Johnson Studios, Editing: Teron Harris, Agency: Prime Content)