Gillette “Legs of a Goddess” Tour
As an authority on women’s legs and their requisite grooming, Gillette envisioned a nationwide search for the
most beautiful legs in the United States as a promotional vehicle for their Venus Razor. P&G and their agency,
Pierce Promotions, kicked-off their “Legs of a Goddess” campaign by naming Grammy Award-winning artist
Mariah Carey the first “Celebrity Legs of a Goddess.” Gillette sought to immortalize Carey with a 15-foot
statuary likeness of her legs—a larger-than-life way to increase brand awareness and publicity. Pierce
needed a partner to produce great legs—big, beautiful, instantly-recognizable legs. They chose VStar to create
a traveling “Legs Exhibit” that used the replica of Ms. Carey’s legs as a centerpiece, and that could be installed,
disassembled and packed by tour staff quickly and easily.
Working with just a handful of photographs (and without the benefit of Mariah’s actual measurements,) VStar created an amazingly accurate
large-scale sculptural representation of the superstar’s legs. VStar also designed and crafted a trophy to be
presented to Mariah as recognition for receiving the “Legs of a Goddess” Award. Mariah unveiled her supersized
legs statue at Radio City Music Hall, (New York’s legendary home to gorgeous legs,) prior to their hitting
the road as the scenic centerpiece of the Gillette’s “Legs of a Goddess” tour.