A notable shift is occurring in women's advertising, particularly in the shaving product sector. Wilkinson Sword's latest campaign focuses on realistic portrayals of hair removal experiences, distancing itself from the overly romanticized and stylized representations often found in past ads. Run by an all-female creative team from Pablo, the campaign recognizes that most women prefer a straightforward, hassle-free approach to shaving—without the pressure of adding unnecessary rituals. Insights reveal that women seek authenticity in a space where beauty is often complicated by societal expectations.
The world of beauty and self-care maintenance is deeply complex for women for pretty much their entire lives, so we wanted to create a new voice in the category that doesn't add stress or guilt or suggest women need to light a candle if they're shaving their pits.
The reality is that hair grows everywhere - legs, face, bikini, pits, stomach, back, lip, toe - you name it, the list goes on.
Collection
[
|
...
]