We saw how to remove the stigma of “grandma’s hair removal brand”.
  • Challenge: Make a 70-year-old brand contemporary, relevant and appealing in the face of the competition, like razors who are spending millions.
  • Strategy: Nair (Depilatory and Wax) effortlessly liberates anyone from the shortcomings of other depilatories, the painfully slow process of waxing, even the drag of shaving.
  • Big Idea: Free Your Most Beautiful Self.
  • Result: Catapulted the brand to a record share, further strengthening its #1 position in the hair removal category. Doubled the brand’s wax business.