In a bold move away from the traditional narratives around women’s grooming, Wilkinson Sword Intuition has launched a new campaign titled “Any Hair, Anywhere”, aiming to bring authenticity and realism back into conversations about female body hair. Developed in collaboration with creative agency Pablo London, the campaign challenges long-standing tropes of shaving as a moment of serenity or an act of self-love, instead offering a more grounded, honest portrayal of what shaving actually means for most women.
At the heart of the campaign is a 30-second film showcasing women using Wilkinson razors in everyday, often awkward, and perfectly imperfect moments. Whether it’s a quick shave in a cramped shower or a touch-up before heading out, the ad embraces the idea that shaving is often practical, sometimes necessary, and rarely glamorous.
“Shaving has been marketed for decades as either a spa-like ritual or a form of empowerment,” said Jonathan Norman, head of marketing for Europe at Edgewell Personal Care, Wilkinson Sword’s parent company. “But when we actually listened to our users, we realized most of them just want products that work—without the fluff, without the pressure.”
Indeed, this no-nonsense tone reflects a larger shift in how beauty and personal care brands are engaging with women. Gone are the days of silky legs in slow motion and rose petal-filled bathtubs. Today’s consumers want relatability, representation, and above all, honesty.
The campaign arrives just ahead of Wilkinson Sword Intuition’s partnership with the Women’s Rugby World Cup, aligning the brand with strength, authenticity, and inclusivity. The new platform will be rolled out across all 29 European markets, supported by media planning from VCCP Media in the UK and Wavemaker in Germany and France.
Importantly, the campaign avoids politicizing body hair while still celebrating personal choice. It neither glorifies nor critiques hair removal—it simply acknowledges it as part of real life.
By choosing to spotlight “any hair, anywhere,” Wilkinson Sword Intuition reminds its audience that shaving isn’t always profound—and that’s perfectly okay.
