Philips is using a transvestite dancer to sell a new line of women’s razors, an unexpected advertising stunt, but without a doubt the reason it’s getting as much press as it has. “The ad for the Satinelle Ice Epilator features an LA-based transvestite dancer, Karis, using the epilator,” Brand Republic says. It’s actually quite clever on their part to use a man to back the campaign which is actually targeted at females. A trannie wants smooth legs, but her/his hair is much coarser than the average womans, and therefore needs a razor which will offer the smoothest shave possible. The ads by DDB and Tribal include a TV spot, billboards and print campaign which will air across Western Europe as well as online campaign for the rest of the world to enjoy. “We wanted to find the ultimate test for this device,” says Neil Dawson, DDB’s global director for Philips. “It occurred to us that a man, or more specifically a transvestite, would be the ultimate test, given the combination of low pain threshold and desire for beautiful legs.”
Key Themes Behind This Trend
- Inclusive Advertising
- Using diverse and unexpected individuals to promote products, like a transvestite dancer selling women's razors, can create buzz and appeal to a wider audience.
- Targeted Marketing
- Targeting specific demographics, such as transgender individuals, with tailored advertising can lead to increased brand loyalty and customer engagement.
- Gender-neutral Products
- Creating gender-neutral products, like razors that are suitable for individuals with coarse hair, can open up new markets and address unique consumer needs.
Where This Applies
- Advertising
- Incorporating unexpected and diverse individuals into ad campaigns can help companies stand out in a crowded market and connect with consumers on a deeper level.
- Beauty and Personal Care
- Promoting inclusive and specialized products, like razors for individuals with coarse hair, can attract a diverse customer base and drive sales in the beauty industry.
- LGBTQ+ Marketing
- Catering to the LGBTQ+ community through targeted marketing strategies can foster brand loyalty and create a positive brand image.
