ESTRID

Estrid is absolutely easy-going when it comes to female body hair. The new lady shaver from Stockholm epitomises the anti-body-shaming attitude of an entire generation: “Ladies, YOU shave when YOU feel the time is right!”

The Ladyshaver itself is stylish, vegan (competitors’ razors with moisturising bars often contain animal-based ingredients), has nice haptics and, in the case of a subscription, is delivered right to your letterbox. The stoic brand philosophy reflects a completely relaxed, extremely authentic, unmistakably English tone of voice. On the basis of this master version, I developed the German tone of voice, adapted 80 % of the website copy from English to German and composed a summarising German Copy Guide (in English since that was the project language) for the DACH target groups.

Great product, great project, great cooperation, dear Estrid team.