Veet is World’s No. 1 depilatory brand that’s all about ‘removing hair your way’. Veet believes that we are all different and the way we look after our bodies should always be our personal choice. Veet makes it easy to stay in control with superior hair-removal solutions to suit different skin types, styles and moods.
The brand wanted to highlight the benefits of using Veet Hair removal cream for a safe yet great experience and associate their brand with a narrative of a “quick solution” to eliminate unwanted body hair. They wanted to achieve this by highlighting their USPs of dermatologically tested and enriched with soothing ingredients for long-lasting ‘smooth skin’.
“Veet wanted to create a category and expand its market for its hair depletion solutions.”
The brand used community marketing solutions to connect with a younger audience to aggressively drive and own the conversations around teenage depilation. They engaged with the most relevant 107 communities around Parenting, Beauty, Women & lifestyle, with over 6 million members with a huge affinity for hair depilation.
Before driving the campaign, we analysed existing conversations in communities to understand the discussion, pain points, and ideas members had regarding hair removal and observed the following:
Based on the above observations, we focused on creating conversations around the benefits of Veet Hair removal cream for first-time depilation and then showcasing the efficacy of Veet hair removal cream with usage-based testimonials/reviews.
We strategised the campaign into 2 phases. In the first phase, we focused on addressing the myths around hair removal creams and highlighting their usage, especially for sensitive areas like underarms. We achieved this by hosting an expert live session with leading beauty bloggers and dermatologists for the community members. The members actively participated, asked about their concerns, and shared their positive experiences.
In the second phase, we focused on highlighting the benefits of Veet Hair removal cream for a safe and great experience. We prompted members to share their experiences, thoughts/ concerns, and recommendations for teenage depilation. The community admins led this campaign by sharing their personal experiences with photographs and encouraging members to participate via User Generated Content (UGCs).
With every phase, we strengthened the association of benefits with the brand, while continuously educating members on the benefits of using Veet Hair removal creams over other hair removal methods to further build trust around the brand.
While the theme of the content was consistent across all the communities, the testimonials of members brought their own unique experiences of how their daughters / younger sisters started their journey of hair depilation with Veet.
Videos of usage
Expert Live Sessions
Members shared their positive results of using Veet creams for their teenage daughters while highlighting key benefits of the cream.
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