In a much-needed departure from outdated beauty ideals, Wilkinson Sword Intuition has launched a bold new campaign that celebrates the realities of women’s bodies and their everyday self-care choices. Developed by the independent creative agency Pablo, the Any Hair, Anywhere platform shines a spotlight on where hair naturally grows, challenging the traditional portrayal of hair removal as a polished, luxurious experience.
The campaign’s latest activation comes to life through a series of unapologetic flyposters across London. Far from the spa-day, bare-legged scenes often seen in shaving ads, these posters feature candid photography of real women using Wilkinson Sword Intuition’s tools on various parts of their bodies. Alongside the imagery are some frank quotes: “Nips. Lips. Some on the back. Knees. Toes. Six on the crack.”
What makes the campaign successful?
The message is clear: hair grows everywhere, and that’s perfectly normal. This creative direction is backed by research across key European markets, which revealed that many women are tired of the pressure to conform to airbrushed, unrealistic standards of grooming. In response, Wilkinson Sword Intuition has created a campaign that speaks with honesty and empathy, giving women permission to approach hair removal in a way that feels right for them.
Photographer Ashley Armitage captures the essence of this message, using her lens to depict real skin, real hair, and the nuanced relationship many women have with shaving. The visuals are grounded in the brand’s colour palette and presented within a clean, contemporary design system that includes the “Intuitive Line” – a graphic element used to reinforce the effectiveness of the products.
Armitage said: “I wanted to be a part of a campaign that feels like it’s actually speaking to women. Seeing them, commiserating with them, and reminding them that if they can do one thing that makes them feel comfy in their own skin, like shave with Intuition, then they should totes do it.”
This isn't the first time Wilkinson Sword has nailed its marketing. The brand has been using influencers who promote authentic content for years prior to this campaign.
What can marketers learn from the campaign?
There are a number of takeaways from this campaign:
Honesty cuts through the noise
The campaign’s raw, unfiltered approach shows that audiences are craving realness. The bold messaging resonates because it reflects lived experiences rather than aspirational perfection. Marketers and influencers should take note: overly polished content can feel disconnected. Messaging that acknowledges everyday realities, with humour or honesty, is far more likely to build trust and engagement.
Representation matters
By featuring real women with diverse body types and showing natural skin and hair, the campaign creates a more inclusive narrative. Influencer marketers can apply this by partnering with creators who reflect a range of identities, body types, and lived experiences. Audiences respond positively when they see themselves represented.
Shift from selling a product to starting a conversation
Any Hair, Anywhere isn’t just about razors – it’s about changing how we talk about body hair. Influencer marketing that builds around themes or movements (rather than just a product push) creates deeper, more meaningful engagement. It positions influencers as cultural participants, not just brand spokespeople.
Use language that speaks directly to your audience
The copy in this campaign is cheeky, direct, and conversational – it sounds like something a friend might say. Influencer marketers can learn from this tone of voice. When creators use language that mirrors how their audience speaks, it fosters a sense of community and relatability.
Be brave
This campaign took a risk by being blunt, and it worked because it was strategic, research-backed, and culturally relevant. Influencer marketers should feel empowered to push creative boundaries, especially when addressing taboo or sensitive topics, provided it’s grounded in insight.
This campaign is more than just marketing; it’s a statement. By putting authenticity at the centre of its message, Wilkinson Sword Intuition invites women to feel comfortable, seen and supported – whatever their grooming choices may be.
