Wilkinson Sword Intuition Is Breaking the Rules About Shaving

For years, shaving ads have shown women in perfect bathrooms, glowing candles, soft music, and legs that don’t even seem to have hair. But is that really what happens in real life?

Most women shave because they want to, not because it’s relaxing. It’s quick, often rushed, and just another thing to do in a busy day. Yet so many ads have made women feel like shaving has to be some kind of “beauty ritual.”

Wilkinson Sword Intuition’s new “Any Hair, Anywhere” campaign is changing that. It shows women shaving how we actually do; fast, practical, and without pressure to be perfect.

This is important because for years, women have been told:

• Body hair is “unacceptable” or something to hide.

• If you skip shaving, you should feel guilty or messy.

• Beauty is about meeting a standard that men don’t face.

This campaign reminds us that shaving, or not shaving, is your choice!
No shame, no pressure, no candles. 😘

The campaign is live in 29 countries and will lead into Wilkinson Sword’s partnership with the Women’s Rugby World Cup, celebrating confidence and authenticity.

Because feeling good about yourself is about smooth legs, and also about choice.