Gillette Venus is reshaping its view on feminine beauty with the start of My Skin, My Way. The movement celebrates woman and their stories.

With its My Skin, My Way initiative, Gillette Venus is celebrating every women and type of skin. An overhaul of the brand’s marketing goals, the campaign is the first step to a series of executions designed to support those who write their own rules when it comes to how they should live life in their own skin.

Though its past campaigns have captured only one version of beautiful skin, Gillette Venus is hitting refresh with representation through a fresh lens. Acknowledging that femininity and women have evolved since the brand first premiered in 2001, it has reshaped its strategies on beauty, skin, and hair removal.

gillette venus 2018
Gillette Venus is celebrating every woman and skin type with My Skin My Way

Using the push to share its updated vision, Gillette Venus highlights more women and stories, giving those who defy conventions a voice and platform. The overall exercise will roll out across multiple channels in the coming months to encompass creative and social content, influencer storytelling, and brand alliances.

Consumers can expect to connect with the campaign’s activities via surround-sound marketing efforts which include broadcast, online, and in-store elements. This year, Gillette Venus grew its portfolio and unveiled new hair removal solutions with its Face Perfection and Bikini Precision product offerings.

“Starting with the My Skin, My Way campaign, we are doing things in a new way. We will show more types of women on screen and enlist more women behind the camera. No more retouching, no more restrictions, and no more rules,” said Hillary Mone, Brand Manager, North America for Gillette Venus.

Gillette is a two-time global winner of the World Branding Awards under the Men’s Grooming – Shavers category, having won the title in 2014 and 2018 respectively.

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