Design
An Irresistible Revitalization
Challenge
Our mandate with the Venus team was to evolve their brand to ensure Venus maintained its category leader status in female grooming.
Category growth from emerging, modern feeling brands and new demands from Gen Z consumers coupled with Venus’ complex portfolio called for Gillette Venus to step up its communication and prove its shaving experience is best in class.
How we did it
The main objective of this redesign was to ensure superiority to other razor brands that do not offer skin specific benefits and a shave experience like Venus. Working hand in hand with the Venus team, we simplified the design and benefit communication, updated the product photography based on the new handle designs, and worked through an extensive color, material and finish explore. We also ensured that this redesign allowed for future innovation and growth as the pipeline expands to meet the category’s demands.
Beautiful finishes and colors, inspired by the sea, add value to the established pillars.
Updated communication lock-ups help consumers understand why to choose Venus.
A sensorial experience
Inspired by the glow of mid-day sun in the Caribbean, the polished color palette compliments the razor’s structure and suggests a unique shaving experience whether she is going for an easy, a precise or a skin-loving shave.
The updated iconography, frame and indulgent ingredient photography help consumers navigate the higher-tiered, skin-centric SKUs as well as allowing the brand to introduce specific technical ingredient-driven benefits.
Amplifying our uniqueness
Venus is an inclusive brand made for everybody. The full portfolio evolution allows consumers to continue to resonate with the overarching Venus message —My Skin. My Way. Through physical and digital touchpoints, we celebrate the special qualities and benefits that each razor provides and reach consumers where they are most impressionable.
Effectiveness
Our 2024 relaunch of Gillette Venus proved that a category leader can maintain their superiority in an ever-changing marketplace and with increasing consumer demands. By ensuring tiering and benefits were clear to consumers, and the design was intuitive and modern, Venus could maximize its tried-and-true inclusive campaign messaging and continue to appeal to all skin types and shaving needs.
