Hair removal market leader Veet has asked Live & Breathe to develop an experiential campaign to promote the launch of new Veet Easy-Grip Cold Wax Strips.
Activity will be supplemented by a magazine sampling campaign running across titles including Elle, Cosmopolitan, In Style, Now, More and Look in June and July. Veet EasyGrip Wax Strips will be inserted into the magazines together with a money-off voucher and a QR code directing consumers online to a weekly draw to win a pair of designer shoes.
A Veet sampling team will distribute 135,000 samples during the five-week campaign in busy shopping locations in Leeds, London, Bristol, Manchester, Birmingham, Newcastle, Glasgow and Edinburgh. Activity will run each weekend from mid June. Live demonstrations will show how easy home waxing can be and there will be an ad bike carrying campaign posters and a video demonstration.
Campaign collateral echoes the bright warm pink of Veet and carries the question “Wax Virgin?”
Nick Gray, Live & Breathe MD comments: “Summer is the perfect time of the year to raise awareness of Veet’s new EasyGrip Wax Strips. He adds: “Veet is the leading name in depilatory products with over 80 years experience of developing safe, effective hair removal products that are successfully used by over 30 million women across the world. Their innovative, new EasyGrip Wax Strips bring hassle-free home waxing with great results to an even larger audience and our campaign gets this message into the hands of women up and down the country."
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