Reframing shaving as self-care
Gillette Venus launched the ComfortGlide Miami razor. Partnering with P&G, we developed the campaign strategy and full creative execution, reframing shaving as self-care through platform-native concepts for Spotify and Tinder.
Type
Services & Industry
Intimate media, intentional message
Venus had a beautiful new product – the ComfortGlide Miami razor – but the job wasn’t just to sell more razors. It was to shift perception.
From “shaving tool” → to “soft moment of self-care.”
From “functional” → to “emotional.”
And to do it in two very different worlds: Spotify (her calm ritual) and Tinder (her playful, social space).
Our challenge?
Make a razor campaign women feel – without making it feel like an ad.
The Approach
We knew this couldn’t be loud. It had to feel intimate, relevant, and platform-native - showing up where women already create their own rituals and moments of confidence.
To do that, we had to shift the brand perception from function to feeling-from “for shaving” to “for softness, self-love, and everyday confidence.”
Where:
Two platforms, two moods - one emotional core.
Spotify → a quiet, sensory escape. Here, Venus appeared as part of her self-care soundtrack - soft, intimate, and personal.
Tinder → a playful, social space. Here, Venus became the perfect match: smooth, confident, and impossible to swipe past.
By tailoring the creative to the mindset of each platform, the campaign felt natural, engaging, and emotionally relevant - never like a forced ad.
Who we spoke to:
Modern, self-aware women who value feeling good in their skin as much as looking good.
For them, self-care isn’t optional - it’s sacred.
Shaving might not have been the first ritual they’d think of when they hear “self-love”… until now.
The Moments We Tapped Into
Spotify: Her calm, intentional moments - where the world is quiet, the water is warm, and she can actually slow down.
Tinder: Her playful, confident side - where swipes are bold, choices are hers, and smooth skin is part of the game.
The platform translation:
Rather than duplicating content across channels, we built two distinct creative worlds around the same emotional core:
🎵 Spotify
A sensory, slow-breath moment.
The razor became part of her soft, personal ritual-spoken through calming voiceover, shower sounds, and textures that whisper care.
🔥 Tinder
More playful, more cheeky.
We reframed the razor as the perfect match: smooth, reliable, and never disappoints.
Because sometimes, love starts with your own skin.
The creative solution:
We crafted a dreamy, high-sensory creative direction using:
Miami pink & sugarberry tones
Soft-cushion design details (floating hearts, smooth gradients, textures)
Lifestyle-meets-product photography to evoke everyday beauty moments
UI-inspired animations for platform-native energy
Why This Matters
This campaign isn’t just about selling razors - it reframes what shaving means for women.
By translating Venus into platform-native, emotionally resonant worlds, we’ve built a campaign that feels less like advertising and more like a moment she chooses to engage with.
The Impact
Perception Shift: ComfortGlide Miami is positioned as part of her self-care ritual, not just another shaving product.
Platform Fit: Spotify and Tinder placements feel natural and intuitive - building trust instead of interrupting.
Emotional Connection: The creative turns a functional product into a symbol of softness, confidence, and choice.
Category Differentiation: Venus shows how a heritage brand can show up softly, smartly, and win with relevance.
The Bigger Lesson
For brands that want to be remembered, it’s not about being louder - it’s about owning the emotional moment and meeting women where they already are.
ComfortGlide Miami proves that when you lead with empathy and insight, you don’t just sell - you connect.
