Vegan razor brand releases boldly diverse new film for tonight’s Love Island finale

Vegan subscription-based razor brand Estrid has today launched ‘For Human Beauty’, a new creative platform designed to celebrate inclusive beauty.

Spearheaded by a vibrant new spot, the campaign will premiere during tonight’s (13 March) Love Island finale on ITV2 and will be supported by out-of-home activity at high impact sites across the London Underground network, multi-city billboards and banners, and advertising at The O2.

Predicted to achieve an estimated 16 million impressions tonight, the ad will also air across the Channel 4 and Sky networks alongside online and social media activity.

The campaign’s launch coincides with the brand’s first bricks-and-mortar presence in the UK, having recently agreed a deal to be stocked in Boots stores nationwide.

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“Our aim is for every human to feel seen, understood and represented by the brands and products that they feel are right for them, irrespective of their gender, sexual orientation, skin colour, disabilities, body shape or religion,” Estrid CEO, Ben Eliass said.

“We believe the bathroom can be a place for self-discovery and, whether you shave or not, having the right product and spaces for you is an essential part of any personal routine.”

Developed by Stockholm agency Save Our Souls, the bold new creative was commissioned after research carried out by Estrid revealed that 61% of respondents do not feel represented by the beauty industry in the UK.

Estrid director of brand marketing, Caroline Borelius added: “The concept for the platform was born out of our own personal experiences with beauty and body care, and looking for a brand to authentically represent who we are as people, undefined by our gender or orientation.

“For Human Beauty is here to hold a mirror to every human, and champion those redefining what beauty and physical expression can look like, in a world without boundaries. We hope in turn this helps remind people that all bodies are beautiful and that making time for personal wellness, no matter what that looks like to you, should be for everyone.”