BRIEF
To change the way women approach hair removal and Veet - making it part of their beauty routine and promoting the message of being spontaneous.
RESPONSE
Implementation of a UK PR plan to change consumer perception of Veet, to launch the New Veet Debut range and the newly improved and packaged Veet core range to media.
ACTIVITY
Introducing beauty journalists to Veet Debut with a press trip to see the Spice Girls; securing and promoting Alesha Dixon as the face (and legs!) of Veet; generating compelling, branded, product coverage through a seasonal and news based exploitation programme.
RESULT
The Alesha campaign generated 46 pieces of coverage including stand out pieces in Cosmopolitan, Reveal, Fabulous, Daily Mirror, Now, The Sun and Daily Star. A hard working press office resulted in 111 pieces of coverage for the Veet core range and 26 for Veet Debut throughout the year.
