Responses by JOAN Creative
Background: Flamingo, a women’s body care brand that launched in late 2018, found that 40 percent of women believe men’s razors are better. The brand also found that women’s razors, on average, cost 13 percent more. While the brand felt confident its product—a razor with a weighted, ergonomic handle and German engineered steel blades—spoke for itself in terms of quality, Flamingo wanted to create a campaign that reinforced its intentions. A razor designed for quality, priced for equality—Quality Equality.
Reasoning: Women believe men’s razors are better because they’re marketed like performance tools, not fashion accessories. We took cues from iconic masculine marketing—sports cars and power tools—to represent Flamingo’s razor like the performance tool that it is.
Challenges: Our imagery needed to speak to performance as much as our words; we can describe the razor as a powerful tool, but unless we’re able to show that—through immense attention to the features and details—our point gets diluted. We found an incredible photographer, Robin Broadbent, who has a lot of experience working with Apple and brought a deep level of expertise to the project. Favorite details: The concept of “Quality Equality.” Equal products for an equal price—it shouldn’t be a revolutionary idea, and we shouldn’t still be talking about it, but here we are.
Visual influences: We drew a lot of inspiration from iconic sports car ads from the 1970s. There’s such an overt emphasis on endurance, speed and accuracy. These are all attributes of Flamingo’s products, so it was fun to figure out how to speak with brazen confidence.
Anything new: Between our decades of experience in commercial product photography, this was the first time that our production team treated a product designed for women in this way. It looks badass. And we love it.