She’s got legs…

…and she knows how to brand them

What?: Country starlet Taylor Swift, who signed a publishing deal with Sony/ATV Music aged merely 14 and went on to write and record 
a Country No.1 at 17, is to become the Goddess Of Summer as she promotes Gillette’s Venus Embrace shaving range.

She will share her favorite summer beauty advice with fans on the Venus Embrace website from 15th August, encouraging women and young girls to be confident and to embrace the fun side of summer. “This has been an amazing year for me – and my new ‘Goddess Of Summer’ role is a fun way for me to connect with my fans,” said Swift.

The campaign is a perfect fit for Swift, says Gillette, as it will “honour the songbird’s confidence, sense of fun, and goddess-worthy legs”

So what?: Taylor Swift currently covets the No.1 and No. 2 spot on the country album chart, has 3M in sales under her Stetson and an All-American Girl charm that keeps the endorsements coming. Prior to being the ‘legs’ of Gillette, she was the ‘face’ of L.e.i Clothing. She also has a line of dolls in the pipeline. With her trademark curly locks and her massive-selling new EP (entitled ‘Beautiful Eyes’), I sense that both a hair and contact lens endorsement deal could ultimately be on the cards. Swift is a godsend for Gillette, offering up wholesome everywoman appeal; it’s just a shame it hasn’t leveraged more of the music element here.

“Although many listen to Taylor Swift, young women (12-24) are the strength of her audience, primarily for two reasons: she is an 18 year-old who writes about what she knows – teen angst and fun – instead of singing beyond her years; and MySpace was her career catalyst prior to any radio acknowledgment. I think this Gillette Internet promotion is befitting of that demographic and an extension of what Swift represents.”
Samantha Bullock, Senior Account Exec, Lincolin Financial Media

www.venusembrace.com