Venus Intimate Range

Challenge Gillette Venus needed to bridge a growing cultural disconnect with Gen Z to launch its new Intimate Pubic Hair & Skin Range. Despite Venus market leadership, 86% of UK women were silently accepting shave irritation because traditional shaving ads felt too corporate, sanitized, and out of touch.

INSIGHTS Gen Z trades intimate grooming advice in unfiltered group chats, not polished TV commercials. To break deep-seated taboos, Venus needed to shift from corporate market leader to Cultural Facilitator – using raw, friend-to-friend humor to normalize post-shave reality.

IDEA We engineered an integrated, multi-phase 360° ecosystem anchored by Gen Z icon GK Barry as Venus’ first-ever Chief Pubic Officer (CPO). Digital hook: A chaotic Pubic Service Announcement series integrated across GK Barry’s Saving Grace podcast and backed by a native creator drumbeat. Experiential PR stunt: A high-impact street takeover at BOXPARK Shoreditch featuring live vox-pops, anonymous confession booths, and Tier-1 press integration (Heat, HypeBae). Lifestyle influencer and content driving event: An exclusive takeover of The Berkeley’s rooftop pool, featuring interactive Build Your Own Bush bars and custom margarita stations built for maximum organic shareability.