How Gillette Created Shaving for Women in 1915

Why did women suddenly start shaving in 1915?
It wasn’t fashion. It wasn’t hygiene.
It was one of the most clever — and controversial — marketing strategies in history.

In this documentary-style video, we explore how Gillette created an entirely new market by convincing women that body hair was a “problem” they never had before. Through vintage ads, magazines, early 1900s fashion trends, and the rise of sleeveless dresses, Gillette engineered a cultural shift that reshaped beauty standards forever.

🔍 In this video, you will learn:
• How women’s fashion changed in the 1910s and exposed the underarm area
• How magazines partnered with Gillette to promote a new “feminine ideal”
• How the first female razor was marketed as a necessity, not a choice
• Why the male shaving market was saturated — and why women became the new target
• How advertising transformed behavior, identity, and beauty norms
• Why these strategies are still used in modern marketing today

This is the story of manufactured demand, behavior engineering, and one of the most brilliant advertising campaigns ever created.

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