Veet's Empowering Spot Embraces Body Hair Taboos

With its new brand platform, Veet celebrates diversity and body hair acceptance.

Body hair. A word that can be taboo and is rarely uttered aloud .... especially by hair removal companies.

But the word body hair becomes central in Veet's new brand platform, created by its agency BETC. In this new campaign, a reflection of one's relationship with their own body hair, BETC and Veet celebrate the power of choice. The choice to care about its body hair, a little, or not at all.

And because there are as many ways to take care of body hair as there are women, Veet wants to help each of them with the largest range of products, made by them, with them and for them. No pressure, really.

The freedom movement is brought to life by a new brand signature "Your body hair. Your choice".

To develop this new territory, BETC has created a creative work that is aiming for honesty and respect of the diversity of women and their own personal relationship to body hair, along with a positive tone.

With this film, Veet confirms its positioning of the Positive Body Hair Management and reminds women that the relationship to their body and their body hair belongs to themselves and that they are free to care about their body hair as they wish.

The campaign is launched with a 45 seconds film that focuses on the core message of the campaign while shorter films each highlight a specific product and its benefits. The campaign will be live in fifteen countries, such as France, the Uk or Germany.