Challenge: How to lead an uncomfortable conversation
Facing increased competition from newer and often edgier brands, Gillette Venus and Satin Care were introducing a new product range for the female pubic area featuring the Venus razor and Satin Care shaving products. It was a chance for the brand to assert its category leadership.
But this category is notorious for discouraging conversation. Body hair is virtually invisible in female shaving advertising. Marketing language is loaded with euphemisms. In German, the female pubic area is actually called "Schambereich," literally "shame area."
We needed a healthier way to talk about a perfectly normal...