TL;DR (A QUICK SUMMARY)

Nair dominates in awareness but loses Gen Z at the shelf as young women default to razors before ever getting a chance. To change that, we built a brand equity campaign around substance and style: proving Nair's superiority while making it a brand they find appealing. The creative expression, a fantastical, high-energy All Inclusive Resort, gave young women an irresistible invitation to trade in their razors for their smoothest skin yet.

THE BRIEF

Background

Nair was seeing strong brand performance with significant market share and dollar sales growth, but to sustain long-term growth and future-proof the brand we needed to get Gen Z women to see Nair as a desirable, superior hair-removal method.

Challenge

While Nair has nearly universal awareness, consideration continues to be an evergreen problem as younger consumers develop hair removal routines early, automatically defaulting to razors. Young women also don’t see Nair as a modern or desirable brand that they reach for at the store.

• By age 18, 50% of women have established their initial hair removal routines for legs, armpits, eyebrows, bikini, and arms, but only 25% of teen women consider using Nair.

• Most automatically default to razors as their go-to with 86% (P12M usage).

Target

Women 18-34, with a focus on new to category and lapsed buyers. Razors are their default — it’s the method they’ve always chosen. While it is their go-to method and feels easy, it comes with real drawbacks like irritation, razor burn and growing back fast.

When she looks good, she feels unstoppable, magnetic and in control. From Rhode to Edikted, the brands, clothes and products she buys help her achieve that aesthetic and feeling.

Assignment

Develop a brand equity campaign that drives a strong emotional connection with young women and drives consideration for Nair.

Strategy

Our strategic approach was to make Nair relevant on two key dimensions — substance and style.

Substance: Show why the product works and why it’s superior.

Style: Pay off what sexy, hot, beautiful, powerful looks like in 2026 and the feeling Nair gives you.

The Idea

The Nair All Inclusive

To drive appeal and consideration for Nair, we developed a highly stylized, tropical, high energy and playful all inclusive resort. This bright, fun and fantastical world unlocks an all access pass to your smoothest, most worship-worthy skin and a much needed vacation from your razor.