Nair Prep & Smooth Product LAUNCH
BACKGROUND
In 2022, Nair reintroduced itself through the Worship Yourself brand platform, driving strong sales growth and gains in unaided awareness among women ages 18 to 24. With renewed relevance and cultural momentum, the brand was poised for its next phase of growth.
The following year, Nair expanded its hair removal portfolio with a new innovation, Prep & Smooth Face. The product was designed to help consumers easily remove facial hair while creating a smooth canvas for skincare and makeup application.
Featuring an ergonomic applicator, Prep & Smooth Face offered a touch-free, mess-free solution for removing peach fuzz on the upper lip, chin, and cheeks in just minutes.
Our Task
Launch Nair’s new innovation, Prep & Smooth Face Hair Remover, in a way that drives reconsideration and purchase among younger women.
While ensuring the launch of Nair’s new product innovation doesn’t get lost in the next evolution of Worship Yourself. We’ll need to artfully balance a brand and product story as we develop the next iteration of this work.
Our Challenge
The facial hair removal category is crowded with many methods, and removing facial hair is frustrating and requires a great deal of effort. Among Gen Z, Nair under-indexes on being seen as modern, skin-friendly, mess-free, and pleasant smelling. This creates barriers to trial at a moment when younger consumers are still forming their go-to hair removal routines.
THE PROBLEM
Women look at hair removal as an important part of their skincare and beauty routines. But facial hair is loaded with judgment — remove it and it’s a problem, keep it and it’s a problem. The world makes worshipping yourself hard, and no matter what choice a woman makes, the world always has something to say.
THE IDEA
Bossy Hands.
Society believes it gets a say in how your face should look, but it is your face and your decision.
Bossy Hands uses a bold, memorable creative device where hands intrude, point, block, and gesture, symbolizing the outside voices that constantly comment on women’s appearances. By physically placing these hands around the face, the work makes social pressure tangible while reinforcing the product’s core benefit: facial hair removal, clearly and immediately.
The idea allowed us to elevate Nair’s brand meaning while keeping the focus firmly on the face, ensuring fast recognition of what Prep & Smooth Face does and why it matters. At the same time, it reframed facial hair removal as an act of self-choice rather than compliance, reinforcing Nair’s modern point of view for a younger audience.
RESULTS
4% lift in unaided awareness
5% lift in consideration
6% lift in purchase intent
In November 2023, Prep & Smooth drive $5.5M in total sales.