P&G Venus

My Skin My Way

Summary

Studies show that 84% of women (18-50 yo) feel that society puts pressure on them (women) to have “flawless” skin. With society’s expectations of beauty being limited to the quality of womens’ skin, women in turn have until recently felt limited in the way they can express themselves.

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Challenge

Shaving as a method of hair removal was losing to more desirable methods - waxes, creams and visiting beauty salons. Furthermore, the brand had a minimal media/design budget to support a massive relaunch. We needed to re-establish Venus as the go-to choice for hair removal and claw back our market share by redefying relevance in our market.

Idea

Our strategic approach was to get South African women to fall in love with Venus again; reigniting the brand in their hearts and minds by changing the conversation from ‘shaving’ (seen negatively) to simply ‘taking care of your skin’.

Impact

We established consumer obsession by leveraging the Venus My Skin My Way campaign to fully

surround and support the launch of 10 new products AND 4 new innovations. Taking inspiration from the

global launch kit we built an innovation-led local execution plan.

Business Growth Results

Market Share
7%
Value Share
+5%
Consumer Reach Through Digital
54%

SA Venus
This campaign was celebrate on a P&G global scale as a best in class case study.

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