But that doesn't seem to worry Warner- Lambert, whose Schick brand has tried to do things the Japanese way. In 1962, while Gillette was trying to crack the Japanese market on its own. Schick contracted with Seiko corporation to handle its distribution, a strategy that quickly gave it a big lead over its main rival. Schick proudly points out that it hasn't used a non Japanese actor in its commercials for years. It even changed the name of its answer to the Sensor from "Tracer" to "FX" because, the company says, the Japanese find the name easier to pronounce.