France is known to be much stricter in terms of regulations around Branded Entertainment compared to other countries in Europe and around the world. French TV channels don’t allow brands to promote outside of allocating advertising slots. The Internet remains the first place to introduce this type of communication, even though it is increasingly regulated and French Internet users are extremely resistant to any unjustified exposure to brands.

'Women’s smiles' idea was to cast among Calor Facebook fans the new face of Soft Extreme. The casting had nothing to do with a usual photoshoot: models were photographed during an epilation session. The superiority of Soft Extreme was obvious as models kept their smiles on their faces.

The portraits shooted were used in print ads which invited readers to discover online how such serene faces were obtained. The contents produced during the experience were available on a dedicated website: making-of, interviews of the participants, product content. A money-back guarantee operation was set to support the product promise.

- More than 51m media impressions

- More than 200,000 visits on the website of the campaign

- Already many articles on leveraging websites appeared, including 2 quotes in French national daily press