Wilkinson Sword Intuition, the women’s shaving brand with intuitive tools for hair removal, has announced the launch of ‘Any Hair, Anywhere’ - a new brand campaign to make hair removal feel real and relatable.
The new campaign will see the brand bring a refreshing take on the category and “embrace the messy, intimate and ridiculous realities of shaving as a woman” as Wilkinson Sword Intuition looks to connect with modern women through an honest portrayal of their relationships with body hair - wherever it might pop up.
“With our latest Wilkinson Sword Intuition campaign, we’re flipping the script on outdated beauty rules and highlighting the real behaviours attached to women’s shaving habits,” Katharine Goodchild, Business Director North West Europe at Edgewell Personal Care, commented.
“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.”
The ‘Any Hair, Anywhere’ advertising campaign addresses body hair in a fun, humorous, tongue-in-cheek way, whether it’s removing facial peach fuzz, tackling the stubborn hair that grows back once every two days, hairs in unwanted places or the luscious feeling of dolphin smooth legs.
Underpinning the new brand positioning is Wilkinson Sword Intuition’s range of intuitive tools which are designed to work in harmony with women’s bodies for a safer, easier shave.
Hair removal habits have shifted significantly over the past few years and women are now shaving more parts of their bodies than ever. The majority (88%) of women now shave twice a week or more as part of their essential maintenance routine. They want products that simply work for them and can tackle any hair, anywhere.
Wilkinson Sword Intuition is the trusted brand to put women’s needs first when it comes to hair removal, providing a portfolio of products to suit the legs, pits, bikini, face and anywhere else that hair grows.
“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,” Goodchild added.
The campaign will be backed by a significant media investment to further boost brand awareness. The new ‘Any Hair, Anywhere’ adverts will be live on BVOD, YouTube and Social.
