Anywhere women were concerned with appearance in a public space involving water, SILK ÉPIL was present as an invaluable beauty aid. Beaches and pools are considered places to show off as much as they are venues of relaxation. By branding the bottom of the pool at one of Lebanon’s most happening beach resorts, we literally put SILK ÉPIL in the water with women. Anywhere water was present, BRAUN SILK ÉPIL was too. From beach sunshades and WC panels to glass shower doors at gyms. SILK ÉPIL also re-created the shower experience using mobile trucks with larger than life 3D bathroom showers that drove along the coastal line creating a deep association between beauty, water and BRAUN SILK ÉPIL.

The campaign hit 73 percent of its annual sales target within just 6 weeks of launch (Source: AC Nielsen MEMRB Monthly Retail tracking Levant). An unforgettable link had been created between SILK ÉPIL and water. Women now knew that introducing BRAUN SILK ÉPIL to water meant smooth beautiful skin, not sparks and smoke.