Wilkinson Sword’s Any Hair, Anywhere campaign presents the experience of shaving in a new light, showcasing the real way women tend to unwanted facial and body hair. With a focus on Wilkinson Sword Intuition products, the campaign underscores the fast, practical way women take care of everything from hair on the upper lip to toe hair.

“Shaving had become this idealized spa moment, which didn’t feel relevant anymore,” explained Jonathan Norman, Head of European Marketing at Edgewell Personal Care.” Any Hair, Anywhere was developed to recognize the reality of shaving for the majority of women—it’s less of a moment for mindfulness and self-care and more of a hassle, with many women feeling stressed or guilty if they don’t uphold beauty standards that equate smooth skin with self-care, hygiene, or femininity.