Nair Prep & Smooth Product LAUNCH
Introducing Nair’s newest innovation, Prep Smooth & Face Hair Remover.
Nair Prep & Smooth is designed to tap into skincare + beauty trends and give people an elevated, skin-safe hair removal experience.
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 SOLUTION
Evolve Worship Yourself to reinforce choice and self-defined confidence. Position Nair Prep & Smooth Face as a superior, skincare-inspired facial hair remover that delivers the feeling women are after — sexy, beautiful, powerful — through a skin-safe, great-smelling, multi-benefit, and easy-to-use experience.
Worship Yourself. No Matter What.