BOSTON — Procter & Gamble Co.’s Gillette Venus brand is showcasing its new Skinclusive Summer Line by Venus on the social simulation video game Animal Crossing.
Venus partnered with digital designer Nicole Cuddihy to co-create new avatar designs within Animal Crossing that represent the largest offering of skin-inclusive designs ever offered within the game, including a variety of skin tones as well as such features as freckles, acne, hair, cellulite, scars and stretch marks.
The launch of the Summer Skinclusive Line by Venus is the newest element of the Venus “My Skin. My Way” campaign, which is the brand’s commitment to “stand up for every woman’s right to feel comfortable and live freely in her own skin.” Animal Crossing has become a favorite virtual hangout during quarantine and is most popular among women ages 19-24. By bringing more representation to Animal Crossing, Venus is enabling players to see and celebrate more of their natural identity in the world of gaming, according to the brand.
“In a world where there are so many explicit and implicit rules on how women should show or feel about their skin, skin-inclusivity and positive representation matters,” said Anthony van Dijk, senior brand director of Venus North America. “The purpose of our My Skin. My Way campaign is to ensure that we’re putting out responsible imagery that represents reality and celebrates all types of skin, while also spotlighting the diverse skin stories of women all around the world. With Animal Crossing, we saw a unique opportunity to meet women where they are this summer by providing new ways to make gaming a more inclusive space, while also enabling them to gather virtually, safely on a beach to celebrate summer and skin inclusivity.”
On the inspiration and heartfelt purpose behind the designs, Cuddihy says, “While momentum for diversity in design is building, there are many areas where progress feels slow. The fact that I could add scars and wrinkles to warriors or outlaws, but not characters in less combat-driven games felt discouraging. With these designs, I hope that all women in Animal Crossing can find comfort and representation in this carefully developed collection. I drew inspiration from those in my own life to ensure the designs I was creating accurately represented their skin stories in a way that feels real, celebratory and beautiful.”
To celebrate the launch of the Skinclusive Summer Line by Venus and National Beach Day, Venus will host an Animal Crossing ‘Skinclusive Summer Social’ event on YouTube Live on Monday, August 31st.
More information on the New Skinclusive Summer Line by Venus and ‘Skinclusive Summer Social’ is available at www.VenusSkinclusive.com and on Instagram at @GilletteVenus.