Estrid is a body-positive care brand that takes a different approach to hair removal and maintenance -- its latest campaign is a reflection of those values, as it taps 'Super Hairoes' to spread messages of inclusion and acceptance.
The ads take on a classic comic book approach, featuring spokespeople that are modelled after super heroes. The play on words reminds consumers to embrace their body hair, and to view it as something special. “Our hairoes job is to inspire others to be more comfortable with their fuzz, using their hairy legs, bushy toes, and fluffy pits,” stated Estrid in a statement.
In addition to the images, the campaign features quotes from these spokespeople, reminding women they what they do with their body hair is their choice.
Image Credit: Estrid
What's Driving This Trend
- Body Hair-embracing Campaigns
- More brands will launch campaigns to inspire people to rethink beauty standards and embrace body hair.
- Superhero-themed Advertising
- More companies could create superhero-inspired ads to convey messages of acceptance and inclusivity.
- Body-positive Marketing
- More brands will adopt body-positive marketing strategies to appeal to consumers that value inclusivity, diversity, and individuality.
Who This Affects Most
- Beauty and Personal Care
- An opportunity for beauty brands to create ads and products that celebrate diverse beauty standards and encourage body positivity.
- Fashion
- An opportunity for fashion brands to promote diverse body types and use models that embrace their body hair and natural features.
- Advertising and Marketing
- An opportunity for ad agencies to collaborate with brands that aim to challenge beauty norms and create campaigns that empower people.
