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Gillette Venus x Heels Make Deals: From Everyday Razor to Self-Care Ritual

Client: Procter & Gamble, Gillette Venus

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.

What is the new Gillette Venus Comfort Glide Miami?

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.

Solution:

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.

Ready to turn your brand into the hell-yes choice?

Join 100+ brand leaders who stopped waiting for “someday” - and built brands people obsess about today.

Ready to turn your brand into the hell-yes choice?

Join 100+ brand leaders who stopped waiting for “someday” - and built brands people obsess about today.

Year: 2025
Creative direction: Katerina Horka, Sabina Samuel
Designers: Přemysl Herka, Polina Petryshyna
Studio HEELS MAKE DEALS