The face one pulls when lashing on mascara is well known to women and men alike, but what about the impressive shaving contortions women do in the shower to get a smooth shave?
Bending over backwards, quite literally, has now been dubbed shower yoga or ‘shoga’ thanks to a new digital marketing campaign by Friction Free Shaving.
Friction Free Shaving, the world’s first shaving club for women, is far more honest about shaving than many big brands.
And it’s finally tackling the lengths women go to to get every last hair in the shower.
From a survey of over 2000 women, the company has revealed the most popular shoga pose is the ‘Shin Salutation’.
A woman stands on one straight leg, bending the other out in front and rests it on a ledge (often the side of the bath tub or WC) so she can shave it.
Following closely behind is the ‘Crescent Loon’ – where a woman leans back and twists around trying to shave the back of her calves or thighs.
And in third place is ‘The Crab’. This involves the woman bending over double to shave her bikini line and upper thighs.
Briar Keen, Co-Founder & CMO of Friction Free Shaving said: “For most women, the daily shave is a far less sensual affair than it appears on the small screen.
“It involves twisting, turning, stretching, bending and balancing to reach hairs all the way from our toes to our armpits.
“We wanted to talk openly about this for once, to remove some of the taboos around women’s shaving and to have a bit of fun along the way.”
The campaign was created by Friction Free Shaving (FFS) in partnership with the publishing house Northern & Shell.
It’s part of a raft of activities the brand is doing this summer to continue driving rapid growth, including launching a brand new premium razor ‘Rose’ (now live) as well as releasing shaving support products, which are due out later this summer.
Jonathan Bown, Head of Commercial Content at Northern & Shell’s branded content division, Brew, said: “Creating this campaign in close partnership with FFS has allowed us to showcase the full scale of Brew’s creative capabilities across print, digital and social.
“Friction Free Shaving is one of a growing number of Media for Equity partners we work with here at N&S, but the client’s enthusiasm for the #Shoga concept has been infectious and really helped us build on their initial creative ideas.
“The light-hearted tone of the campaign will hopefully resonate with women everywhere – whether they’re Flamingos or Crescent Loons.”
For more information on the #Shoga campaign visit ffs.co.uk
The full list of #Shoga poses
Shin Salutation: Where you stand on one straight leg, bend the other out in front and rest it on a ledge (often the side of the bath tub) so you can shave it (27%)
Crescent Loon: where you lean back and twist around trying to shave the back of your calves or thighs (14%)
The Crab: Where you bend over double (often squatting but not always!) to shave your bikini line and upper thighs (12%)
Seated Shaving Bend: Where you sit on the floor of the shower to shave – legs straight out in front or with one bent (aka the lazy girl shave) (11%)
The Bowing Pose: Where you stand with your back leg bent and your front leg stretched out straight in front (as if you’re about to do a big dramatic bow) so you can shave the front calf of your straight leg (8%)
The Flamingo: where you (try to) balance on one leg as you try to shave the other in front of you (7%)
Toe to Thigh Triangle: Where you reach from your ankle all the way to your thighs in one long stroke (6%)
Cobbler Pose: Where you sit on the floor of the shower with your feet together, knees out to the side to shave the sides of your legs and maybe your bikini too.(6%)
Feet & Ankle Bend: Where you stand bent over double to shave your ankles and toes (5%)
Standing Knee Shave: Where hug one of your legs to your chest so you can shave your knee (4%)
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