DARE TO SMELL NAIR
After years of staying the same, Nair finally had new news to share with consumers — they addressed their biggest concerns and reformulated.
The Problem
The depilatories category had been steadily declining and Nair was losing share. The brand continued to face perception issues. Trial among new users remained low, driven by poor word or mouth, negative reviews, and/or negative past experiences, with consumers going so far as to say it was “traumatic” or “smelled like death.”
40% of consumers are dissatisfied with Nair's scent.
37% of consumers think Nair is harmful for their skin.
THE SOLUTION
The brand revamped the scent experience and stripped chemicals for an improved experience. We knew our work had to convince people by telling a bold story centered on change. Our creative was direct, tackling barriers head-on and provoking audiences by daring them to smell the new Nair.
RESULTS
After a steady decline, the brand saw an upturn in share, dollar sales & velocity.
8% lift in velocity
Nair dollar share is up +4.5pts to 49.6.
Nair is up +4.5% in dollar sales