Estrid launches first face razor, supported by playful campaign
Estrid is once again challenging industry norms with its latest campaign, celebrating the launch of its first-ever face razor.
Serving an antidote to the traditional "macho" marketing surrounding facial razors, the new campaign challenges outdated category and gender norms, taking a satirical swipe at "Big Shave".
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Leading with a hero film, the social-first campaign puts the brand's Swedish roots at the forefront, exploring the concept of lagom, described as "not too much, not too little, but just right".
Shot in Stockholm, the film features saunas, idyllic Swedish countryside, a Swedish cast, and of course, Estrid's new razor.
Like the Five-Blade Cartridges designed for body hair, the brand's new face razor is dermatologist-approved for sensitive skin.
It features diamond-coated blades for durability, a precision trimmer for shaping and hard-to-reach areas, a hydration strip infused with vitamin E, and a comfort guard for a close shave.
The new blades are also compatible with Estrid's signature weighted steel handle, with a matching wall holder for easy storage.
Founded in 2019, Estrid offers body-positive, sustainably-sourced razors on subscription, alongside a range of bodycare products.
The new campaign reflects the brand's ambition to redefine personal care, confronting an industry that continues to censor real bodies and real issues, while empowering and inspiring consumers to embody confidence themselves.
It marks the brand's latest activation that aims to "defy beauty industry standards", having also launched another campaign last year calling for beauty businesses to "step up and do better to represent the different colours of society".
As part of the campaign, Estrid collaborated with eight ambassadors who represent "different corners of the world’s diverse community, and those who are known for their individuality and speaking out against the status quo".
