Wilkinson Sword Intuition cuts through women’s shaving myths

Wilkinson Sword Intuition is cutting through the nonsense and getting real about shaving!

Its new campaign, ‘Any Hair, Anywhere,’ developed with London agency Pablo, ditches the dreamy spa vibes and instead showcases women shaving the way they actually do—fast and practical. The mission is to embrace the realities of shaving as a woman.

For years, shaving ads have made it seem like some ethereal self-care ritual, but let’s be real: it’s more of a hassle than a moment of mindfulness. Jonathan Norman, Head of European Marketing at Edgewell Personal Care, says it was time for a refresh. “Shaving had become this idealised spa moment, which didn’t feel relevant anymore,” he explains.

“The world of beauty and self-care maintenance is deeply complex for women for pretty much their entire lives, so we wanted to create a new voice in the category that doesn’t add stress or guilt or suggest women need to light a candle if they’re shaving their pits,” said Ray Shaughnessy, Managing Creative Director at Pablo.

Backed by VCCP Media in the UK and Wavemaker in Germany and France, the campaign is rolling out across all 29 European markets, setting the stage for the brand’s upcoming partnership with the Women’s Rugby World Cup.

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