BBH USA Named Agency of Record for Edgewell Personal Care

Edgewell Personal Care has named BBH USA its creative agency of record after an internally led agency review. This expands a partnership that began with BBH's summer 2025 campaign for the consumer products multinational's Hawaiian Tropic brand.

With an eye on the future, the appointment signals Edgewell’s commitment to reinvigorating its iconic portfolio — from heritage mainstays to modern lifestyle brands — through bold creativity and cultural relevance. Brands under the Edgewell banner include Schick, Wilkinson Sword, Stayfree, Edge, Personna, Playtex and more.

BBH USA will drive the creative vision to help transform trusted favourites into category leaders that spark conversation, win share of heart, and stay top of mind with today’s consumers.

“Building on the success of our Hawaiian Tropic campaign, we’re thrilled to expand our partnership with BBH USA to help define the future of our personal care portfolio," said Jessica Spence, president of North America at Edgewell Personal Care. "Their strategic approach and creative strength make them the right agency to help us amplify our brands and create powerful, lasting connections with customers.”

BBH USA's work earlier this year for Edgewell's sun care brand was titled 'Tana Sutra', a cheeky campaign starring social media personality Alix Earle that offered a tongue-in-cheek guide to 'tan-tric' positions for achieving the perfect glow. Shot in Islamorada by LA-based director Aerin Moreno, the film blended the brand’s heritage with Earle’s effortless charm.

“Our Hawaiian Tropic 'Tana-Sutra' campaign earlier this year, developed in partnership with BBH USA, delivered growth figures seven times the rate of the overall category -- and made us the fastest growing sun care brand with gen z," Jessica said. “This is the type of traction we are looking for across our portfolio.”