Wilkinson Sword Intuition introduces Any Hair, Anywhere, a refreshingly candid campaign that redefines women’s shaving routines. Crafted with London agency Pablo, the campaign strips away polished spa aesthetics and instead highlights candid, real-world shaving experiences—fast, straightforward, and rooted in practicality.
Breaking Beauty Stereotypes
Conventional shaving ads often portray hair removal as a serene, indulgent ritual. This campaign intentionally shifts that narrative. Acknowledging that many women see shaving as a quick necessity rather than a pampering session, it promotes a no-nonsense, relatable brand voice that aligns with real consumer habits.
Insight-Driven Innovation
Market studies revealed that 88 percent of women shave, investing nearly 1,000 minutes annually to upkeep hair across multiple body areas. Wilkinson Sword’s new messaging is built on this insight, underscoring that body hair is normal and everyday—whether on legs, underarms, bikini line, or facial areas.
Creative & Activation
The 30-second hero spot, directed by Marielle Heller (Nightbitch), offers an unfiltered journey through hair removal moments—some humorous, others raw. Accompanied by a vibrant, upbeat track produced by Noah Sacre and sung by artist Ruti, it embraces body hair with an empowering tone. Supporting visuals include real women, striking photography by Ashley Armitage, and out-of-home, social, and digital content, all cementing a new visual identity.
Strategic Rollout
This is Wilkinson Sword Intuition’s most ambitious campaign in recent history. Rolling out across 29 European markets, with media handled by VCCP (UK) and Wavemaker (Germany, France), it coincides with the brand’s partnership with the Women’s Rugby World Cup—reinforcing its commitment to authenticity and female empowerment.
Product Synergy
Showcasing its heritage in blade innovation, the campaign features specialized products tailored to women’s grooming needs—from combined razor and precision trimmer units, to moisturizing and sensitive-skin variants, as well as eyebrow shapers. It reinforces that Intuition offers reliable, intuitive solutions for “any hair, anywhere.”
Wilkinson Sword Intuition’s campaign rewrites the narrative of women’s shaving—moving from guilt-laden self-care to real-life, functional empowerment. It’s a strategic pivot toward authenticity, rooted in consumer truth and backed by design-driven grooming tools.
