In March 2009, Wilkinson and the Arthur Schlovsky agency launched the Bikini Quattro for Women campaign to promote a new razor specially designed for bikini hair removal. The campaign consists of funny and quirky short films about hair removal for women.
For instance, users can watch sitcom parodies as well as a new music video released for the occasion featuring French singer Simone Elle Est Bonne, which received 60,000 views on Dailymotion and more than 10,000 on Myspace in just two weeks.
Humour and metaphors are the ingredients used by the brand to help its female customers remove hair more easily. The website also offers coupons for selected products and it hosts a competition to win concert tickets.
This campaign has been relayed by several websites and blogs.
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