THE OLD NAIR
Nair was once an iconic brand, but its message was outdated and sales had been flat for years. The brand’s most memorable campaign aired back in the 80’s and featured all-white, thin women singing the “we wear short shorts” song.
It was time to modernize.
The campaign “Worship Yourself” was born from the insight that feeling sexy — that “Nair Feeling” — is desired by all but hard for most consumers to achieve. Popular culture implies that the feeling is exclusive, meant for just a chosen few.
Redefined, Nair’s new brand purpose says —
“THAT FEELING
WE ALL DESIRE
IS ONE WE
ALL DESERVE.”
This approach ensured that the creative was not only relevant to consumers because it had a clear point of view, but that it felt true to Nair and directly connected to key benefits of the brand.
The work came to life featuring five unique individuals who radiate body positivity. Each spot focused on a part of the body — legs, skin, eyebrows, and lips — to show how any insecurity can turn into a strength.
OUR NEW NAIR WORLD
The new Nair aesthetic is glowy, modern, and vibrant. The campaign delivered a range of assets for the brand in the form of :30s, :15s, :06s, social GIFs, and still photography to be used across the website, e-commerce platforms, POS materials, and articles.
RESULTS
Outcomes speak for themselves. With sales stagnating for decades, the campaign launched to immediate response. Sales are up 20.9% and share is up 13.5 pts. Furthermore, unaided awareness (first mention) jumped 9.0%, showing a huge movement in Nair being top of mind for its target audience.
Today, Nair is driving 100% of the category’s growth.
+20.9
%
SALES
+13.5
PTS.
SHARE INCREASE
+9.0
%
UNAIDED
AWARENESS