Brief | We embarked on a mission to re-introduce the Philips Lumea in a relevant way to grow preference on a brand, and product among women.How did we do this? By championing the immense opportunity at hand: develop a communications style that was tailored to women. No more unrealistic portrayals of body hair, or rather the absence of it. We challenged the notion that women must be hairless, by proudly showcasing hair, in every place it can grow and that removal is always a personal choice.So for those women who want to, we spread the message: “Be free in your own skin! If that means removing body hair: Lumea is here for you.” A message for women, by women. By harnessing the power of choice we contributed to relieving women today, and young girls from the burden of unrealistic expectations. |