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By Amy Houston, Senior Reporter

March 13, 2023 | 3 min read

It’s part of the subscription razor blade brand’s new brand platform ‘For Human Beauty’.

In the hopes of celebrating beauty regardless of race, gender, religion or sexual orientation, Estrid has developed a creative platform that features quite a few well-known faces. In the short spot, there are appearances from author Florence Given, activist and model Munroe Bergdorf, trans visibility activist Gialu Mx and queer, body positivity influencer Enam Asiama, among others.

In the spot, viewers see the advocates pruning monobrows, showing off hairy armpits and touching their smooth legs while surrounded by an opulent Swedish castle.

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The ad campaign launches today during ITV’s Love Island finale, with the brand estimating reaching 16 million viewers in the UK alone. Additionally, the ad will go live on Channel 4 and Sky station, with further coverage coming from out-of-home and social media coverage. Billboards can be seen on the London Underground and on digital screens at the city’s O2 Arena, staying on brand with appearances during upcoming Lizzo and Sam Smith concerts.

Ben Eliass, chief executive officer at Estrid, said: “Our aim is for every human to feel seen, understood and represented by the brands and products that they feel are right for them, irrespective of their gender, sexual orientation, skin color, disabilities, body shape or religion.

“We believe the bathroom can be a place for self-discovery and, whether you shave or not, having the right product and spaces for you is an essential part of any personal routine.”

The campaign comes as Estrid announced it will be available at Boots, the first brick-and-mortar retailer to stock the brand in the UK.

Caroline Borelius, director of brand marketing at Estrid, added: “The concept for the platform was born out of our own personal experiences with beauty and body care, and looking for a brand to authentically represent who we are as people, undefined by our gender or orientation.

“For Human Beauty is here to hold a mirror to every human, and champion those redefining what beauty and physical expression can look like, in a world without boundaries. We hope in turn this helps remind people that all bodies are beautiful and that making time for personal wellness, no matter what that looks like to you, should be for everyone.”

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