Venus Brand Identity

Brand Strategy • Art Direction • In-Store • E-Commerce

In 2001, Gillette Venus was the first female razor designed specifically for a woman’s curves, transforming the male-focused grooming category. Over time, Gillette Venus became one of many female-friendly razor brands in the marketplace and faced growing competition from direct-to-consumer brands. These new brands embraced a more contemporary view of beauty standards, while Venus continued to promote the “perfect goddesses” of its launch. Two decades later, a shift from promoting completely hairless skin, to imagery depicting a more realistic standard of beauty was essential to connect with customers. 

Over a week-long sprint, the team developed a new brand anthem:“My Skin, My Way.” Venus offered beauty tools for hair removal for however the user wanted to shave, shape, trim or style. Over a few months, this new brand mantra was extended into the year’s campaigns and product launches. To further back up the “MySkin, My Way” claim, the approach to lifestyle imagery was reworked to eliminate retouching and reflect a more authentic version of the female body. “My Skin. My Way.” led the redesign of all areas of creative, including packaging, digital, product and lifestyle photography.

Key Visual Concepts

Art Directed with Jen Richardson

Photographed by Ali Mitton