THE OPPORTUNITY: The Venus brand had been known for sunshine, legs, bikinis, and even a trendy song. But, it wasn't known for inspiring women. We had a chance to change that.
THE IDEA: A Venus razor is a beauty product. It smooths your legs, it doesn't just shave them. Tweezers don't just pull hairs, they make gorgeous eyebrows. We needed to embrace our emotional end benefit and empower women (and new shavers) at the same time. I was part of both photoshoots and my line, "Go beyond shaving & choose to smooth" became the national idea for every agency.