Gillette Venus: Stirring up a “shame free” conversation around intimate female grooming

Gillette Venus, a shaving product brand, increased market share and promoted the launch of its new product range in Germany by launching an influencer event that promoted shame free conversations surrounding female pubic shaving.

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...

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