Nair® Shower Power™ // Innovation, Naming
Smoothness, powered by innovation
Innovated an entirely new experience for depilatories that exceeded business goals by 7x during the first year.
Nair was the leader in the depilatory category, but the category was declining and the consumer experience carried some baggage. Even though depilatories deliver great long-lasting results and nick-less hair removal, the unpleasant smell and inconvenient wait time were hard things to overcome.
In order to do uncover meaningful, category-changing opportunities, the first thing we did was address the pain points head on. By moving the product experience into the shower versus the bathroom, we shifted those awkward minutes in the bathroom into an excuse to extend the relaxing shower ritual.
Shower Power’s success didn’t just meet our client’s need for an innovative new product, it over-delivered on business expectations and became a featured product format for nearly all of Nair’s subsequent subbrand extensions.