The Power of Smooth is a fully integrated brand marketing campaign. It’s a timeless, almost evergreen storytelling opportunity for Gillette Venus that fits the sporting event and highlights the competitive edge of using Venus razors for athletic performance rather than beauty and sensation.

This special campaign and partnership grants Gillette Venus a chance to attract young athletes globally. This further supports the brand’s evolution away from the early-2000s campaign, Feel Like a Goddess, which introduced the invented razor to market.

Launched during the Paris Olympics on TV and streaming. It returns every two years for both the Olympics and Paralympics. To unify the brand message even more, it made perfect sense to make Gillette Venus the Official Razor of Team USA, given that Procter & Gamble has been a Worldwide Olympic Partner since 2010.

To create a seamless experience and capitalize on the global excitement, we launched a limited-edition gold razor for shoppers, which requires reskinning the box every two years.

Client: P&G

Agency: Grey