Primetime TV ad slots featuring the Banarama song Venus', ads in popular women's magazines, billboards, liveried buses, advertorials on women's web sites and extensive PoS promotions made up the bulk of its £15m support, which targeted the key summer season. The company claimed wet shaving accounted for more than 68% of the women's shaving market. Sales Information Resources values women's razor systems at £14.5m for the year ending 27 January 2002, an increase of 128% year-on-year. Of this, it attributes £10.2m to Venus sets. Replacement blades for women's razors are valued at £19.6m, a 35% year-on-year rise, of which Venus accounts for £8.6m The company says "We spent eight years developing the Venus system to produce the first razor to be designed by a woman for a woman. Venus' many unique features, such as its oval-shaped cartridge, ergonomically-designed handle and storage compact, have won it the Superdrug Health and Beauty award for Best New Woman's Shaving Product as well as the Pure Beauty Award for Innovation. "Maximum marketing exposure led to fantastic sales within weeks of its launch and sustained a performance which has exceeded even our expectations." {{P&P }}

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