Gillette Venus launches Power of Smooth ad campaign in partnership with elite Olympic and Paralympic swimmers

By Cassandra Stern

- Last updated on GMT

"To generate further excitement in the lead up to Paris 2024, Venus is also excited to introduce a new Gold Razor this summer to bring the campaign to life," P&G's press release confirmed. © Bosca78 Getty Images
"To generate further excitement in the lead up to Paris 2024, Venus is also excited to introduce a new Gold Razor this summer to bring the campaign to life," P&G's press release confirmed. © Bosca78 Getty Images

Related tags Gillette Olympic games Marketing

U.S. Olympic Gold Medalist Lydia Jacoby, U.S. Paralympic Gold Medalist Anastasia Pagonis, U.S. Olympic Silver Medalist Torri Huske, and others will serve as brand ambassadors for the new campaign which launches today.

P&G's Gillette Venus, the Official Razor of Team USA, has announced today that it will be launching its Power of Smooth advertising campaign ahead of this year's Olympic and Paralympic Games in Paris. The partnership with several US Gold and Silver medalist swimmers comes just a few months before the Games are scheduled to begin. 

The Power of Smooth

U.S. Olympic Gold Medalist Lydia Jacoby, U.S. Paralympic Gold Medalist Anastasia Pagonis, U.S. Olympic Silver Medalist Torri Huske, U.S. Olympic Gold Medalist Abbey Weitzeil, U.S. Olympian Erica Sullivan and Olympic Hopeful Kelly Pash have all been confirmed as participants in the campaign, which was based on the the fact that "for swimmers, a crucial part of their pre-race routine is the ritual of growing out their body hair ahead of competition, before shaving everything off to ensure maximum performance in the pool," said a P&G press release. "Recognizing the importance of this ritual, Venus’ partnership with swimmers hopes to support them through life’s most important shaving moments," the press release added. 

The new campaign launching today features Jacoby and U.S. Paralympic Gold Medalist, and "to generate further excitement in the lead up to Paris 2024, Venus is also excited to introduce a new Gold Razor this summer to bring the campaign to life," P&G's press release confirmed. 

About her participation in the Power of Smooth, Jacobs shared in P&G's release that "as competitive swimmer, my pre-race routine starts with my shave,” and "as someone with sensitive skin, I have always trusted Venus to give me the smoothest shave without irritation so I can focus on swimming.”

Other campaign participants echoed their enthusiasm for the brand's product performance. In the same release, Anastasia Pagonis, U.S. Paralympic Gold Medalist, said "it’s important for me to feel comfortable with and trust the products that I use every day, and a razor is no exception,” adding that "when I reach for Venus in my shower, I’m confident that I am going to get the smooth, close shave that I need to be competition ready.”

The Power of Smooth will be featured in "social content detailing the campaign rolling live throughout the coming months," the release also confirmed. About the concept, Isabel Pimentel, Brand Vice President, Gillette Venus North America, was quoted in P&G's press release sharing that "it is a natural fit for Venus to team up with such a talented roster of swimmers to demonstrate the importance shaving plays in their journey to Paris 2024."

She further added that "as our Olympians and Paralympians take center stage this summer, we’re so proud to support them as the Official Razor of Team USA and are grateful that they trust Venus to help feel their most powerful in and out of the pool.”

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