In Japan, young adolescents are almost never taught about body hair. As a result, those who begin growing body hair early find that there is no one they can discuss the topic with. In a survey conducted of 500 children between the ages of 12 and 15, 64% said they did not know how to shave properly, 62.2% admitted that they secretly shave using their parents’ razors, and 65.8% said that they wanted to learn how to shave. The results indicated that a significant number of young Japanese adolescents worry about not knowing how to shave and not having information on body hair.

Kai, a major Japanese blade maker, decided to begin a conversation with young adolescents about body hair. They produced the First Shave Book, a pamphlet filled with useful information such as how-to guides for shaving each body part and a Q&A of everything young adolescents want to know about body hair but are afraid to ask.

We used witty text and eye-catching illustrations to create something that actual young adolescents would want to read, and also depicted body hair with abstract patterns to make a sensitive subject look more fun and approachable. Finally, based on the insight that a large number of young adolescents have been secretly shaving with their parents’ razors, we featured a cut-out cardboard razor on the last page—an eco-friendly product made with 98% less plastic than an ordinary razor.

After handing out the pamphlets in an area frequented by young adolescents, distributing them to schools, and making them available for free on a website, First Time Shave was covered extensively by media programming targeting young adolescents and families. Many educational institutions inquired about obtaining the pamphlets. The campaign helped Kai boost its brand image as a strong advocate for the right to shave or not to shave for all people, including children.