Estrid
For Human Beauty
Embracing fluidity in the world of shaving.
info
Do people really care about his and hers razors anymore? Well, not according to research. In fact, fewer people of any age say that gender labelling influence their toiletries purchases.
In order to establish Estrid as a radical and fast-paced player within its category, we had to embrace the values of Fluid Thinking. By inviting the full spectrum of human identities and expressions, we presented shaving as an arena for self-expression beyond binary rules.
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“For Human Beauty is here to hold a mirror to every human, and champion those redefining what beauty and physical expression can look like, in a world without boundaries"
“For Human Beauty is here to hold a mirror to every human, and champion those redefining what beauty and physical expression can look like, in a world without boundaries"
Caroline Borelius, CMO Estrid
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SUMMARY
A campaign taking Estrid from being a bathroom experience for women, towards inviting the full spectrum of human identities and expressions. Estrid is now a brand not for female, not for male, but for human beauty.
Credits
Nim Kyong Ran
Hedvig Jenning
Pine
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