This advertising campaign was an American campaign for Veet. It

This advertising campaign was an American campaign for Veet. It included television adverts where a woman would realise she
had stubble somewhere on her body, and then the actor would change into a man. The adverts were removed due to a backlash of
complaints. The advertising campaign body shames women for choosing to keep their body hair or for simply growing it in the first
place. It tells them that if they do not remove their body hair they will be masculine, and not real women. Many other hair removal
brands and adverts perpetuate the idea that women’s body hair is gross and unnatural, which could incite a fear amongst women
that if they do not remove their body hair, they won’t be desirable. For men and women, but mainly women, hair removal brands often
imply that hair removal is a necessity, and that confidence comes from the removal of body or facial hair, rather than inner strength.
Wilkinson Sword Extra 2 Sensitive
Disposable Razors x 20: £5.95
Wilkinson Sword Extra 2 Beauty Disposable
Razor x10: £4.39
30p per razor
44p per razor
Gillette Mach 3 Blades x4: £7.49
Gillette Venus Blades x4: £8.29
BIC 2 Sensitive Shaver Pack x 10: £1.90
19p per razor
BIC Twin Lady Twin Blade Disposable Razor x8: £2.69
34p per razor
Gillette Fusion Manual Blades x 4: £10.59
Gillette Venus Embrace Blades x 4: £11.99
5 blades - £2.65 per cartridge
5 blades - £3 per cartridge
£1.87 per cartridge
£2.07 per cartridge
Superdrug Triple Blade Male Razor: £2.99
Women’s Triple Blade System Razor: £3.99
Wilkinson Hydro 5 Blade x 4: £9.29
Wilkinson Sword Hydro Silk Blades x3: £8.89
£2.99 per item
£3.99 per item
5 blades - £2.32 per cartridge
5 blades - £2.96 per cartridge
In terms of gender targeted branding, hair removal products are where this is most prominent. Men and women’s
hair removal products are branded as two very different things. In terms of advertising, women are often presented
as being one dimensional, they have no hobbies other than to remove their body hair and look attractive; whereas
men are often presented as being strong and active men, with other activities, hobbies and successes.
My B rand Values
D i versity
I ndi v iduality
Choice
No two people are the same,
All people are beautiful, not
Do not shave for society,
and that’s the way we like
just the ones who remove
shave for you. No matter
it. There are 63 genders and
their body hair. Hair removal
what gender, age or ethnicity
counting, and all 63 of them
doesn’t have to be boring,
you are, and no matter
can use our products.
it can be a fun and creative
what part of your body, hair
means of expression.
removal should be a personal
choice. If you do choose
to remove your body hair,
My brand w ill :
choose to use our products
to help you because they
are fairly priced and are of a
• Stand for equality
• Be gender neutral, but will be priced like men’s hair removal products are.
• Represent people as having personalities, strengths, hobbies and most importantly the freedom to choose.
good quality.
My B rand Concepts
ith
w
s
’
t
a
h
“w
nk
i
p
e
h
t
all lue?”
and b
human.
nopink
n ob l u e
Our brand started with a question;
“What’s with all the pink and blue?”
We believe in the beauty of
diversity, individuality and
most importantly choice.
We believe that all people
are beautiful, not just the
understanding of themselves. However, we
matter who you are, and what
believe that when it comes to hair removal,
part of your body, hair
“Why are so many hair removal
choose to do this, we believe
products branded so heavily at
you should use our products
either men or women?”
to help you, because they are
and from this came No Pink No Blue,
fairly priced and are of a
are, and what part of your body, hair
removal is a choice.
integral part of a person’s life and
hair. We believe that no
removal is a a choice. If you
We believe that no matter who you
We understand that gender can be an
ones who remove their body
and from this came the question;
a brand that represents all genders.
gender shmender.
high quality.
there’s just no need to define what
products a person can use based on their
gender. Gender Shmender is a brand that
represents all genders. We believe in the
beauty of diversity, individuality and choice,
the choice to remove body hair, or to not.
My Solutions
My brand is inclusive of
all genders. On the side
of each packaging reads:
‘There are 63 genders
(and counting) and all
63 of them can use our
products, as long as they
are humin.’
The final brand name I chose was Humin. Some of the English language contains the words ‘man’ or ‘men’ in it,
for example ‘woman’, ‘mankind’ or ‘human’, so in order to make my brand truly gender neutral I changed the letter
‘a’ to an ‘i’. Rather than the name containing the word ‘man’, it contains the word ‘I’, a word that refers to the self.
It is the choice of oneself whether or not to remove their body hair. The name of each product highlights that hair
removal is a personal choice, by posing variations of the question ‘to do or not to do?’