World’s Largest Bikini Shoot

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Venus shaving products for women was losing market share to rival brand and market leader Schick Intuition. It needed to counter this by achieving rapid awareness and trial.
The target segment was “EZ Seekers”, generally known to be convenience-seeking chore-dodgers, skewed towards 18-29 women. This target was particularly hard to reach through traditional media and even harder to engage due to their busy lifestyles.
Qualitative research revealed that they find shaving a chore, particularly in summer because it is time-consuming and a hassle when they’ve got better things to be doing, however they still want to look their best when their legs are showing.
Venus decided to engage them at the place where summer is epitomised, and where much time was spent with female friends: the beach. It partnered with Cosmopolitan, identified via research as their style bible, to create a truly unique consumer event – the world’s largest bikini shoot.
Through this Guinness-accredited record attempt Venus encouraged young women to come down to the beach with their friends to help kick off summer early and generate excitement around the launch of Venus Breeze. Surrounding PR activity included the first local marketing campaign on Facebook in Australia, featuring footage from the day’s events and asking beach lovers to vote for their favourite beach. 
Venus succeeded in setting a new world record with 1,010 women officially involved in the shoot. For a minimal investment of US$150k it delivered in excess of US$675k in local PR Value and an estimated US$2.7m in global publicity, achieving exposure in 19 different countries from the UK and US to Pakistan and India. Most importantly, it blitzed the market share objectives, increasing from 26% to 45% market share to become market leader, with Venus Breeze becoming the country’s biggest-selling women’s shaving product.

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