Wilkinson advert offers a real and taboo-free take on female shaving.
For decades, advertising campaigns for hygiene and female shaving products have shown women gliding razors over already-shaved, flawless legs. This beauty ideal has long been criticized by much of society for failing to reflect the reality of women in all their forms.
But little by little, cosmetic brands are breaking away from this narrative in favor of presenting a more real and honest image. This is the case of Wilkinson, which has launched a campaign that completely challenges the clichés of female shaving.
Wilkinson – “Any Hair, Anywhere”
“Any Hair, Anywhere” is the title of the Wilkinson Sword advert for its female shaving product range. It was created by the agency Pablo, produced by Caviar, and directed by filmmaker Marielle Heller.
The video shows different women shaving, without filters or retouching. We see scenes of women shaving their bikini line, armpits, or toes naturally, with visible hair and no attempt to hide it. A clear contrast to the polished aesthetic that has long dominated advertising in the female beauty sector.
In fact, before launching the Wilkinson Sword advert, the brand conducted a study revealing that women are tired of seeing unrealistic portrayals in advertising campaigns. It also found that nowadays, women shave more parts of their bodies than previous generations.
According to Laura Pixa, Head of Intuition for Wilkinson Sword’s female shaving range: “We want to create an authentic connection with our target audience and become the brand they instinctively trust to shave any part of their body.”
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