We saw a way to take a brand beyond having a role, to being a role model.
  • Challenge: Bring young teens to the depilatory category before they begin shaving.
  • Strategy: Imbue being pretty with a depth of character that inspires.
  • Big Idea: Be Pretty = being a citizen of the world.
  • Result: "The New York Times" recognized the Nair Pretty campaign to young teens as, “finally breaking the mold” .