Feminine shaving products take centre stage in marketing
WOMEN’S shaving brand Wilkinson Sword Intuition has kicked off a new marketing campaign highlighting its range of personal care products.
Dubbed the ‘Any Hair, Anywhere’ campaign, parent company Edgewell Personal Care says the new marketing aims to make hair removal more “real and relatable” for women.
The new campaign will see the brand bring a refreshing take to the category and embrace the messy and sometimes ridiculous reality of shaving as a woman by encouraging an “honest portrayal” of women’s relationships with body hair wherever it might pop up.
Marketing will also feature a short jingle “Legs. Pits. Bikini. Face. Hair grows every place.” Wilkinson Sword reckons consumers will be left with the song stuck in their head and help to keep its range of feminine shaving products on the forefront of their minds in doing so.
Underpinning the new brand positioning is Wilkinson Sword’s range of intuitive tools which are designed to fit the needs of women’s bodies to help provide safer and more easier shaves.
The new ‘Any Hair, Anywhere’ adverts will be live on broadcast video-on-demand, YouTube and social media channels.
Katharine Goodchild, business director north west Europe at Edgewell Personal Care, said: “With our latest Wilkinson Sword Intuition campaign, we’re flipping the script on outdated beauty and highlighting the real behaviours attached to women’s shaving habits.
“Traditional shaving ads have typically highlighted shaving as either a ‘spa moment’ or a political statement – but the truth is, hair grows everywhere, and every woman’s relationship with it is personal.
“From legs to upper lip, bikini to back, we’re showing up with honesty, humour and a real understanding of what women experience. This isn’t about telling anyone what to do with their body hair, it’s about embracing how life dictates how and when you shave and providing women with the tools to maintain their body hair in any way, any place, they see fit.”
