By 2007, Philips Moisturising Shaving Systems (MSS) were struggling, with blade shaving establishing itself as the norm for a new generation of shavers across the world. Philips developed a new communication approach to tackle the negative perceptions of electric shaving that blade shavers had. A sensual new multi-channel campaign appeared, featuring a ‘Fembot’, a mesmerising shaving assistant, set in a futuristic new shaving world. It appealed to a generation of young shavers, who were attracted by sci-fi, technology and women. This campaign doubled the share of market for MSS in just six months, generating additional sales of 38m euros across the four key European markets. The payback has been calculated at 1.7 euros for every 1 euro invested. This paper features new learning from brain scanning to explain how emotional responses in men’s brains led to the rapid sales effects seen.