• by Sarah Mahoney , Staff Writer @mahoney_sarah, Yesterday

Shaving -- something most women do every few days -- is seldom exciting. Neither is shopping for razors. Flamingo is looking to inject a little zip into the process, setting a flamingo-riding cowgirl loose on a mission to clean up some cacti. Called “Anything but Dull,” the new effort includes TV, outdoor, an activation on the High Line in New York City, and a symbolic pink razor. Vikki Williams Cornwall, Flamingo’s vice president of brand, tells CPG Insider what’s behind the new campaign.

Interview has been edited for length and clarity.

CPG Insider: What made you decide you needed a new campaign?

Cornwall: We were hearing from our consumers that a lot of the brands were starting to sound similar. We’re constantly listening and realize our consumer feels like she needs levity in her life. There are all kinds of unexpected things happening, and we wanted to help her embrace the unexpected.

CPG Insider: Why this approach?

Cornwall: We wanted to talk about shaving as self-care, transforming a daily chore into a more liberating ritual — playful, empowering, and as unique as the woman who lives it. We also wanted a 360 campaign that’s more disruptive in the category.

And we’re introducing a pink razor. This relaunch is an amazing moment for us, and we’re increasing our media spending by 50% to support it. We’re bringing the flamingo back into Flamingo, and it’s something we’re excited about.

CPG Insider: Why choose New York for the launch?

Cornwall: Summertime in New York is when people from all over the country come together. The High Line activation is about transforming something that might be considered pretty dull, bringing this whimsical flock of pink flamingoes to life for a surreal, fun experience — on National Flamingo Day, no less. We wanted to do something larger than life.

The out-of-home is fun, too, with “Wanted” posters calling for “a pink razor without the tax” and “a pillowy shave gel for a bumpy world.”

CPG Insider: Did you work with an agency, and how does TV fit into the larger plan?

Cornwall: Yes, we worked with Miramar, and it’s been a great experience. The ad is running on streaming services. We’ve also had partnerships and sponsorships, including "Love Island," a show we know our consumers are really into.

CPG Insider: This is a crowded field, with many well-established brands and newer D2C disruptors like Billie and Athena Club. How does this campaign help Flamingo stand out?

Cornwall: Some brands have been around for years, and newer brands launched around the same time as us — even some just in the last year. We stay close to our consumers and make sure we’re delivering a brand that feels right and speaks to them. Our range is important too — we offer waxes, hair removal cream, and dermaplaning in addition to razors.

 

CPG Insider: A pink razor isn’t exactly radical – women’s razors have always been pink. What makes this color choice part of a brand evolution rather than just tradition?

Cornwall: This is part of our visual evolution. It’s Flamingo pink — our way of reclaiming the color. The message is about power and price fairness. It’s kind of playful and punchy, and we’re really excited about that.

CPG Insider: How do pricing and value fit into this, especially as consumers trade down during tough economic times?

Cornwall: In non-disposable razors, private label isn’t as big of a challenge. But delivering value is something unique about Flamingo. We offer value packs, and delivering a great product at a great price has always been what we stand for. Many of our competitors charge more for refills, and we don’t think that’s the right thing to do.

CPG Insider: What are you hoping to change with this effort?

Cornwall: We’re definitely looking at awareness and monitoring that. We’re watching how consumers engage with our activation. We’ve already seen great growth this year in our social channels and increased engagement, and we’ll keep tracking that.