FFS Beauty, the UK’s first direct-to-consumer women’s shaving and consumer products challenger brand, has appointed The Communication Group plc to communicate their first major ad campaign #effortlessbeauty, which celebrates real women.
From a business built on family values, and with eco-friendliness at its heart, FFS Beauty has disrupted the beauty industry, seeing consistent month on month growth with over 100% growth in August, and a 100,000 strong subscriber base. Known for their tongue in cheek takes on their name, FFS Beauty embraces real conversations around women’s shaving regimes.
For #effortlessbeauty the brand has handpicked 20 women from all walks of life from a farmer and interior designer to a dental nurse, student, and mum to celebrate the female form in all its glory and to reinforce its messaging that beauty should be effortless. Four members of staff volunteered to take place in the campaign, and the images have been left untouched to show the realness of the female form; bumps, cellulite and everything in between. The aim for the campaign is show the true beauty of real women across a range of demographics reflecting the personality of the brand.