Wilkinson Sword is sharpening the support behind its female shaving range this summer, with an on-pack promotion aimed at increasing awareness of the whole portfolio, as well as marketing activity focusing on the Intuition brand.

The company has teamed up with TV fitness guru Nicki Waterman to produce a Lovely Legs in Four Weeks DVD. It will be on offer exclusively in Boots and Superdrug, but channel marketing director Julian Williams said it would have a knock-on effect on sales of replacement blades.

Advertising for Intuition will be on bus sides and six-sheet posters, which Wilkinson said would be seen by 88% of 15 to 34-year-old female city-dwellers. Press ads include a special overlaid page with water droplets to echo the brand’s strapline ‘Want an easy shave? Just add water’.

The company’s portfolio includes Quattro for Women, Intuition and Lady Protector shaving systems, along with the Extra2 and Xtreme 3 disposables range.

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