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.
OUR STRATEGY
Tell the change story.
We believed the only way to overcome decades of negative perception was to acknowledge it, then prove it wrong.
Inspired by cultural comeback moments like Domino’s self-aware brand turnaround and Sha’Carri Richardson’s iconic wig-snatch before winning the 100m, we leaned into transformation. If Nair had undergone the ultimate glow-up, we wanted the world to see and smell it.
THE IDEA
Dare to Smell Nair
Instead of playing defense, we provoked consumers with a bold provocation.
Dare to Smell Nair invited people to confront their assumptions head-on, turning Nair’s most infamous flaw into a confident call to action. This wasn’t the Nair they remembered, it was a new, scentsational experience that demanded to be tried, not just talked about.
By immersing consumers in the new Nair and leading with self-awareness, we reframed skepticism as curiosity and gave people permission to give the brand another chance.
RESULTS
After a steady decline, the brand saw an upturn in share, dollar sales & velocity.
8% lift in velocity
Just 3 months after the campaign launched the brand saw 4.9pts of share growth.
Nair is up +4.5% in dollar sales