Trends we reviewed indicated that women viewed hair removal as foundational beauty, not just a functional chore. They also viewed their shower time as pampering time, so they wanted a razor that looked like a pampering beauty tool. We avoided the clichés of love and beauty evoked by the Venus name and instead, focused the brand story on Venus’ birth from the sea. This water story allowed us to position Venus as fluid, organic in form and sensual. Water is also the primary attribute associated with the feminine principle, making the aquamarine translucence of Venus highly credible and beautiful. We also created the essence of “Revealing the Goddess In You”, helping propel Venus to #1 word class status.