Procter & Gamble has announced it is set to overhaul the marketing for its Venus brand, which includes its razors and products such as the Venus Bikini Perfection, according to a report by Cincinnati Business Courier.
The overhaul will see the personal care giant roll out new advertising as well as social content, influencer market strategies and brand partnerships.
The new marketing focus started with the ad campaign, ‘My Skin, My Way’ which askews societal perceptions of ‘normal’ and features images of people with large tattoos, nose rings and skin pigmentation.
According to P&G, “Some of the brand’s campaigns in the past have showed only one version of beautiful skin, but the brand is hitting refresh by devoting itself to representation through a new lens.
“With the ‘My Skin, My Way’ campaign, Gillette Venus will represent more women and stories, shining a light especially on those who defy conventions.”
As part of the new direction, P&G will broadcast commercials as well create online and in-store advertising with the tagline #MySkinMyWay.
Hillary Mone, P&G’s brand manager for Gillette Venus North America, said, “In a few months, Gillette Venus turns 18, and we have taken time to self-reflect, to look at who we are, where we’ve been, where we want to be, and what we stand for.
“Starting with the ‘My Skin, My Way’ campaign, we’re doing things in a new way. We’ll show more types of women on screen and enlist more women behind the camera. No more retouching, no more restrictions, and no more rules.”
Venus has recently faced new competition with the launch of the women-oriented Harry’s Lab offshoot brand Flamingo.