In today’s world, marketing is often seen as a tool for promotion, growth, or brand awareness. But when applied strategically, it can do something far more powerful: reshape culture, create “needs,” and influence how generations of people think, act, and feel.
A striking example of this power is the story of Gillette and the birth of the female shaving industry, a movement that didn’t begin with necessity, but with a bold marketing idea.
Before 1915: No One Cared About Women’s Body Hair
Prior to the 20th century, removing body hair was not a widespread practice for women. It wasn’t considered unhygienic or unfeminine, in fact, for most women, it wasn’t even a topic of conversation. Body hair was normal, and its removal was simply a matter of personal preference, not social expectation.
There were no mass-market shaving tools for women, no grooming ads, no cultural pressure. That is, until one company decided to change everything.
The Game-Changer : Gillette’s “Milady Décolleté”
In 1915, Gillette launched the first-ever razor designed for women, called the Milady Décolleté. Marketed as a luxurious tool to help women achieve smooth, elegant skin, especially for sleeveless fashion, it wasn’t just a product. It was the beginning of a movement.
Through strategic advertising, Gillette didn’t just sell a razor. It sold an idea: that smooth, hairless skin was more attractive, modern, clean, and feminine. Their marketing campaigns appeared in women’s magazines, using powerful imagery and messaging that slowly began to redefine beauty standards.
What had been a personal choice was now framed as a social expectation.
From Optional to Obligatory:
When Marketing Becomes Culture
As decades passed, the idea that women should remove their body hair became increasingly normalized. Movies, ads, fashion trends, and celebrities helped cement this ideal. What started as a subtle suggestion became a deeply rooted cultural norm, so much so that today, for many women, not shaving can feel rebellious or even shameful.
This transformation didn’t happen by accident. It was the result of a deliberate marketing strategy that created demand where none existed before.
The Result? A Multi-Billion Dollar Market
Today, the global women’s razor and shaving product industry is valued at over $4 billion and growing. From razors and wax strips to laser treatments and depilatory creams, the hair removal market thrives thanks to a “need” that was invented and normalized by branding.
And while there’s now more conversation about body autonomy and personal choice, the legacy of that original Gillette campaign still echoes today.
What Can We Learn from This?
At EverUp, we believe this is more than just a story about razors, it’s a masterclass in branding. It shows how marketing, when done right, can:
- Create new behaviors
- Redefine what’s “normal”
- Generate long-term demand
- Influence generations
This example is proof that people don’t always buy what they need, they buy what they’re told they need. And great marketing knows how to shape that story.
Final Thought:
Marketing doesn’t just follow culture. It creates it.
Whether you’re launching a new product, rebranding an existing service, or trying to disrupt a saturated market, remember that with the right strategy, your message can do more than sell.
It can transform minds, inspire movements, and even make history.