Nair – Silky Sensations Hair Removal Cream

1. Nair – Silky Sensations Hair Removal Cream • The Challenge: To support the product launch of the new Nair Silky Sensations Hair Removal Creams, their first with a dual moisturising blend, Church & Dwight wanted to generate interest & awareness of the product with their target market of 18-34 year old women, explain what the product delivered above & beyond their competitors and encourage trial, all within a key period leading up to Summer • The Solution: Alongside Kinetic and Maxus, Confero Marketing delivered a hard to reach, light TV viewing audience through the use of high street retailers Miss Selfridge & Dorothy Perkins. With retailers stocking new Summer lines, Nair dominated the fitting room environment through the use of A3 Panels & Mirror Vinyl's, taking advantage of long dwell times and the intimate ‘me’ time moment. Nair explained the unique benefits of Silky Sensations on the A3 panels and gave a reminder and prompt to purchase at Boots with the Mirror Vinyl's. The customer journey was completed with the use of A6 Promo-cards distributed at till point with purchase. Consumers would be reminded of the product, either at home or in-store and crucially, the A3 cards encouraged trial at Boots with a £2 off redemption coupon. Positioned on the same multi million pound retail space as Boots, Miss Selfridge & Dorothy Perkins customers were ideally placed to redeem their coupon instantly as part of the same shopping trip. • Key Details; Planned & Bought by Maxus/Kinetic Worldwide • 23rd May – 19th June 2011 • Retailers; Dorothy Perkins & Miss Selfridge, • Formats; 2,320 x Fitting Room Panels, 2,320 x Mirror Vinyl's & 165,000 x A6 Promo-cards