Veet

Waxing is often seen as a daunting task, but women have been handling it like pros for years. Meanwhile, men love to call women "dramatic," but what happens when they face the wax? Spoiler: they can’t handle it. Our Veet campaign took this insight and turned it into a bold statement of female empowerment.

We flipped the script on the usual gender stereotypes by highlighting how, when it comes to waxing, women are the real tough ones. The campaign's central message - "Leave waxing to those who can handle it."

Posters feature men with a single bald patch on their body—just one pull of the wax strip, and they couldn’t take any more. This comic approach drove home the message that waxing is best left to those who can truly handle it: women. Other posters showcase the contrast between how men and women handle the pain of waxing.

Ambient media: Veet stands in the cosmetic aisle next to razors, featuring the tagline: "Not for men, sorry. You can't handle this" This in-store activation reinforced the message at the point of purchase, making it impossible to ignore.