Garish pink and crazy floral product design is how brands, particularly hyper-masculine ones, have strived to appeal to their female audience for as long as you and I can remember.

The problem is not that they were originally created for men - although why they would want to halve their potential consumer base boggles the mind - the problem is that when they decide they want to appeal to women they haven’t thought about how their product could have any significant impact on their female audience. Unfortunately most of these brands decide to slap some pink on whatever product they already sell and call it a day.

But all that garish pink and the crazy florals can’t disguise the screaming lack of imagination anymore. It’s demeaning, lazy and bland - not necessarily in that order. It’s obvious in its lack of real sentiment and it’s boring. Really boring. So tear-inducingly boring and let’s face it, it’s long overdue a change.

But why go to the trouble to change? Well we, as consumers, expect more than simply a product from brands. 75% of Gen Z and 80% of Millennials say it’s important to them that brands take a stand in some form. Empty statements and superficial gestures are no longer tolerated in the progressive, ever changing society we live in and gender stereotypes are beyond outdated. Clearly, now more than ever, it is important that brands feel genuine to consumers.

So fear no longer hyper-masculine brands with poor female product lines! You can show your female consumers that you do care about them more than making cold hard cash (even if that is a sweet, sweet bonus) and make a lasting, meaningful stamp on society. How? By making a campaign that resonates with women beyond the surface level, because even if you like pink, even hot pink, it’s not the be all and end all.

In response to this revelation, I’ve concepted a campaign for the macho men’s brand Gillette.

How will Gillette appeal to their female audience without making it all pink and flowery? Easy, talk about their tits and bits. Not kidding.

To ensure the campaign is influential, Gillette will draw attention to a genuine issue that, as a brand, they can do a pretty good job of solving - reminding women to do self checks because shaving and self checks go hand in hand.

Not everything can be pretty in pink and that's the way we like it.