Gillette Venus Female Razor Introduction and Mythbusting

The Brief:
Despite the equal distribution of male and female population, female razor only contributes <5% of business. The very low trial rate was contributed by low awareness and the long-believed myths surrounding shaving.

The Solution:
Build Gillette Venus social media asset to introduce female razor and breaking myths about shaving. These informations are validated by aspirational Key Opinion Leaders.
On the next phase, we orchestrated TikTok KOLs to talk about the product and drive people to Alfamart to purchase.

The Result:
126% Double Digit Penetration Growth
#1 share leadership in female system
(VS Schick only in 3 months)
+1.1% Value Share IYA
Comfortglide as #1 SKU on e-commerce during shopping fest 9.9, 10.10