Objective: Bring less irritation to life without showing the negative.

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ProShield was yet another line extension within the Fusion family that puts lubrication BEFORE the blades touch the skin. This was a very simple innovation that had been a part of female razors for a very long time. Our job was to find a way to visually show "less irritation" without highlighting the negative. The result was an intuitive shopper image that created stopping power and education at the same time.