Women’s grooming brand Wilkinson Sword Intuition is spotlighting the everyday reality of women’s body hair maintenance with a new out-of-home campaign in London.

Created by London agency Pablo,  ‘Any Hair Any Where’ uses unapologetically honest imagery to describe female grooming realities, with copy reading: “Nips. Lips. Some on the back. Knees. Toes. Six on the crack.”

The work forms part of a new brand platform for Wilkinson Sword Intuition, inspired by research across Europe that revealed women are tired of unrealistic portrayals of body hair and self-care.

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Shot by photographer Ashley Armitage, the fly posters will compliment the firm’s wider brand world spanning out-of-home, social media, and retail, running across 29 markets internationally.

“I wanted to be a part of a campaign that feels like it’s actually speaking to women,” said Armitage.

“Seeing them, commiserating with them, and reminding them that if they can do one thing that makes them feel comfy in their own skin, like shave with Intuition, then they should totes do it.”