New Wilkinson Sword campaign's frank portrayal of body hair shuns conventional beauty norms, offering a refreshing change in marketing and societal expectations.
Here's a fresh take on the "Any Hair, Anywhere" Campaign:
The Raw Truth on Women's Grooming: Wilkinson Sword's Revolutionary Campaign
The world of Women's grooming ads is having a revolution, and Wilkinson Sword is leading the charge. Forget the romanticized, stylized depictions of everyday essentials; this game-changing campaign brings unfiltered reality front and center.
Truth be told, I never realized that hair removal ads, too, had their fair share of fanciful and unrealistic situations. The models in those ads, seemingly shaving away no-hair leg hair with an overwhelming sense of joy, never really reflected my personal experience—bending awkwardly to reach the backs of my calves while uttering anything but pure bliss.
Pablo, the genius creative minds behind this project for Wilkinson Sword Intuition, must have known something we didn't. The all-female team they assembled conducted extensive research into the shaving experiences of women. Their discoveries paint a clear picture: we just want a quick, hassle-free shave with no added stress or guilt.
"The world of beauty and self-care maintenance is a complex, lifelong journey for women, so we wanted to offer a fresh perspective within the category—one that doesn't entangle women in unnecessary stress, guilt, or unsustainable standards," explains Ray Shaughnessy, Managing Creative Director at Pablo.
Jonathan Norman, Marketing Director for Europe at Edgewell, echoes this sentiment. "Hair grows everywhere—on legs, face, bikini line, armpits, stomach, back, lips, toes—you name it, the list goes on. But not a single brand has dared to talk about this openly, honestly, and with a touch of humor—until now."
Enter the "Any Hair, Anywhere" campaign—a daring confrontation with reality that resets expectations about grooming ads. With an authentically low-fi, close-up, and candid photographic style, the campaign captures the genuine, unglamorous truth of shaving, featuring a diverse range of body types and shaving scenarios. The "Any Hair, Anywhere" tagline hits the nail on the head, encapsulating the strategy's honest, down-to-earth vibe.
Directed by Marielle Heller, the launch film for the campaign features catchy music produced by Noah Sacre and sung by the UK artist Ruti. With its captivating soundtrack and amusingly straightforward lyrics like "Nips, lips, some on the back, knees, toes, six on the crack," this film is refreshingly real and relatable. To top it off, the women in this cinematic triumph actually have body hair—talk about breaking the mold!
I have to admit, when I first heard about this campaign, I wasn’t expecting to be moved. But the "Any Hair, Anywhere" campaign has managed to tap into a deeper, more authentic emotional space, and it's exactly what consumers are craving for.
The "Any Hair, Anywhere" campaign launches in the UK on April 28, 2025. Media planning and buying were handled by VCCP in the UK and Wavemaker in Germany and France. For more incredible advertising, check out our "best ads by decade" series.
- Pablo, the creative minds behind Wilkinson Sword's "Any Hair, Anywhere" Campaign, focused on the authentic shaving experiences of women, emphasizing UX and UI elements in their design.
- The "Any Hair, Anywhere" campaign lends a creative touch to the fashion-and-beauty industry by portraying a diverse range of body types and shaving scenarios in its layout, challenging traditional norms.
- The campaign's branding is rooted in a down-to-earth, candid aesthetic, using color palettes and art styles that reflect the raw truth of women's grooming experiences.
- The lifestyle sector may soon benefit from Wilkinson Sword's innovative approach, with home-and-garden brands possibly considering a similar shift towards authentic and open representation in their future campaigns.
- The "Any Hair, Anywhere" campaign song, produced by Noah Sacre and sung by the UK artist Ruti, beautifully complements the campaign with its relatable lyrics and hard-hitting rhythm, adding a unique layer of artistic expression.
- This daring break from tradition in the grooming industry likely signals a new era for advertising, where general news outlets may highlight more honest and inclusive campaigns, especially in areas like fashion and beauty, as consumers demand a more authentic connection with brands.
