Women’s shaving brand Wilkinson Sword Intuition is looking to shine a spotlight on some of the truths surrounding female body hair maintenance.
Developed in partnership with London agency Pablo, ‘Any hair, anywhere’ will be centred around a 30-second spot depicting women using the brand’s razors in a variety of different ways, to show effort that goes into hair removal.
Based on the insight that most women are tired of shaving being portrayed as a spa moment, emotional act of self-care or a political statement, the campaigns focuses on making hair-removal simpler and more positive.
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Speaking to Campaign, Jonathan Norman, marketing for Europe at Wilkinson Sword Intuition’s parent firm Edgewell Personal Care explained: “We felt there was an opportunity to focus on all the people that use our products and really meet their expectations in terms of what shaving is.
“It had been built up into this spa moment, this moment of self-care, which didn’t really feel appropriate for the world that we were living in at this point in time, and it felt like it had lost a little bit of relevancy.”
With media planning and buying handled by VCCP Media in the UK and Wavemaker in Germany and France, the creative will run across all 29 of Wilkinson Sword Intuition’s 29 European markets, unveiling a new brand platform ahead of its partnership with the Women’s Rugby World Cup.
