‘Any Hair, Anywhere’ - Wilkinson Sword Intuition

The female shaving category is in growth, but has been dominated by the dominant category leader Gillette; along with new kid Estrid. Intuition by Wilkinson Sword was very much an ‘also-ran’, losing shelf space in major multiples and struggling to really connect with its audience.

Female shaving has been a hot topic in public discourse. But despite the debate, the majority of women still shave. And when they look at the category they are either invited to treat shaving as a meditative moment of luxury and self care; or a political statement to validate their feminist power. But most women are interested in neither. Shaving is a chore. Unglamourous. Relentless. Often awkward.

So we went out with this mission, and Active Brand Platform: ‘Any hair, anywhere’. To be the intuitive and easy solution to one of life’s annoying chores.