SmoothSkin is an in-home IPL hair removal device that was relatively new to the market. The handheld device promises permanent hair reduction and an end to the endless cycle of hair removal that many women face.
While SmoothSkin was gaining good reviews from users and bloggers, the brand needed to establish a stronger presence to grow and steal market share from the category leader. As well as low brand awareness, awareness of the benefits of IPL was also low, compounding SmoothSkin’s marketing challenges.
We needed to launch a campaign that would educate the consumer about the benefits of at-home IPL hair removal, and also deliver cut-through in a cliched and predictable marketplace.
We created a bold and cheeky social media campaign that established SmoothSkin as the brand that knows how to talk to women in a refreshing, straightforward and irreverent way.
Our campaign launched in the UK on Facebook, Instagram and the SmoothSkin website in the Summer of 2016. A second phase for Autumn 2016 is currently in planning that will see the creative brought to life in additional media.