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Concept

To promote its depilatory range, personal care brand Veet partnered with JCDecaux on an innovative campaign.
Veet dominated South Shaanxi Road Station, one of the busiest in Shanghai, and transformed it into a striking pink art gallery providing historical and informative details about the brand.

Veet and JCDecaux created four special-build installations within the metro station, representing everyday settings – a bathroom, a beach, a café and a metro carriage – and inviting passers-by to learn more about the brand’s story and product features.

The decorations in the bathroom reminded people of where they can use Veet’s products, and the beautiful beach view with a huge 3D ice cream cone delivered a stunning visual impact and became a popular photo spot.

Veet and JCDecaux wrapped several metro columns in pink, showcasing pictures from the ‘Naked skin art gallery’, an exhibition of 16 photographs organized by Veet, showing the life of modern women. The campaign also included digital screens that redirected commuters to the Veet website.

Impact

Veet’s memorable campaign reinforced the brand in China, where social expectations around body hair have traditionally differed from the West, with less widespread of depilatory products. The installations became a popular hot spot for pictures, while commuters learned about Veet in a fun way.