Philips, a renowned leader in the realm of hair care and removal, were losing their edge. The communications were outdated, and the landscape was becoming increasingly more competitive. Moreover, the culture and female view and understanding of hair removal were undergoing transformative changes. As a result, Philips was losing its position as a category leader.

The task at hand was clear: re-introduce Philips Lumea in a relevant way and grow preference on a brand, and product level among a female audience in various markets. The existing communication within the hair removal space perpetuated unrealistic expectations for women, contributing to years of self-doubt and internalized pressures. Thus, the objective was to create communications that not only acknowledged and validated women's experiences but also empowered them to feel comfortable with their own bodies. And as such, allowing Philips to reclaim their position as the category leader in hair removal.

Our all-female team discovered the urgent need to support women's experiences with body hair removal. While this might appear obvious, the reality is far from it. Women have been bombarded with unrealistic portrayals of female body hair. Leading to extreme pressures, and conformity to look one way. No one was talking about the struggles even if they were there.

It was time for change. We refused to perpetuate these unrealistic standards and opted to get real about body hair. We unleashing the power of choice and unravelling the intricacies surrounding body hair. To show multiple realities of hair removal to take away the pressure to conform to that one we always see: hairless.

So for those women who want to, we said: “Be free in your own skin! If that means removing body hair: Lumea is here for you.” A message spreading awareness and starting a conversation about body hair positivity.

Women have long been subjected to a one-size-fits-all approach when it comes to hair removal. Perpetuating societal pressures and expectations. The media, and cultural norms often present the singular ideal of smooth, hairless bodies as the standard of beauty. And makes it seem as if achieving this look is effortless. This limited portrayal creates immense pressure for women to conform, fit in, and alter their natural state, leading to feelings of dissatisfaction and discomfort in their own bodies.

So we got real. We started discussing our body hair and the struggles that come with it. We pulled back the curtain, cut the bullshit and spoke to women in a way that truly connects. We amplified their voices and shared their stories. We gave them genuine choice, free from any pressure, and if they chose to remove their body hair then Philips Lumea was right there.

Who better to speak about the intricacies of body hair and the comfort Lumea provides than real customers, who have lived through it themselves? We handed them the mic and let them share their own stories, from their own perspective. The footage was shot by the women themselves, in the comfort of their own homes, adding authenticity and intimacy. To enhance the uniqueness of each narrative, we partnered with top female illustrators. One illustrator per story, with a personal interpretation.

We embraced a digital-first, format-playful approach, always shattering norms by showcasing body hair in various places—something never before seen in a Philips ad. Taking away the pressure that hair removal can only look one way. And it wasn't limited to women alone. Lumea can empower anyone who chooses to remove body hair, so we intentionally included men as well, breaking gender stereotypes when it comes to hair removal.

We reintroduced the Philips Lumea in a manner that would cultivate a stronger brand and product preference among our female audience.

Brand recognition grew significantly (38% average) in our key markets, exceeding all targets

Return on ad spend exceeded target in all markets, including by 6.3x in Germany, 4.3x in the UK and 3x in Italy. We also scored the best tested TVC.

Beyond achieving brand awareness and sales targets. We sparked a conversation and the world took notice. Media outlets like the Drum credited us for “reframing the conversation around body hair.” As well as Shots who said “Philips Lumea IPL rips the metaphorical band-aid (and literal follicles) of the hair removal process.”

Through proactive conversations and leading by example, we not only propelled Philips back to its position as a category leader in the hair removal industry, but also empowered women and generated awareness around body hair positivity.