What you feel matters.

Being scalped alive by cheap razors, Veet needed to reclaim its glory and set apart from alternatives for good. The dominant codes in the category were outdated and somehow misogynist, revolving around women looking good for others, to the eyes of men, regardless of the damages they were feeling in their own shaved skins.

We decided to shift this conversation from what a shaved leg looks like to others, to what a waxed leg with Veet feels like to you, showing that what you feel matters more than others expect to you see in you.

With a fresh, playful attitude, the brand invited women to discover and value their unique type of touch in a series of multiple content in social media in partnership with key creators in the beauty space.

The new brand platform was brought to life across all touch points, from mass media to e-commerce and, furthermore, it influenced the naming of the products making for a cohesive brand story all around. It revived the brand and its marketshare to this day, redefining how a whole category approached depilation respectful of women and their unique needs.