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Nair: Lets Get Real

An integrated creative campaign featuring a photoshoot, branding, and social media collateral

An integrated creative campaign featuring a photoshoot, branding, and social media collateral

Project type: Creative, Web Design

Role: Art Director

Primary Stakeholders: Executive Creative Director, Agency CEO, Nair Product Director

Primary Stakeholders: Automotive VP of UX, SVP Automotive Product and Technology, SiriusXM CEO

Deliverables: Social creative, Web Design

Deliverables: Journey maps, flowcharts, IA charts, service blueprints, wireframes, high fi prototype

Introduction

Everyone older than 30 years probably remembers Nair as the "She Wears Short Shorts" hair removal cream from the 80's that every woman lovingly looks back upon as the "one that burned off the skin along with the hair." Times have changed, however, and Nair is back with a new safe formula and a new, empowered ethos.   

The Campaign

Social Creative

SiriusXM's UX design language and can easily be referenced by multiple departments

Style Refresh

A component library that can be used to rapidly construct screens and prototypes

Website

The visual style of the app design to increase consistency without breaking the existing structures

Style Refresh

Times have changed, and so has Nair. What used to be a gimmicky, tagline-based cream that left people with burns is now a gentle, convenient alternative to expensive, messy hair removal products. And they're not afraid to get real about it. Why burn yourself with hot wax when you can use Nair's Wax Strips right out of the box? Why cut yourself with a razor when you can use Nair's Argan Oil Shower power cream in 5 minutes? Co-opting the mic drop trope, we filmed sassy 10 second Snapchat videos and colorful social posts encouraging women to say goodbye to the old and welcome in the Nair.

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At the same time that the object inventory was being assembled, my half of the team worked on creating wires and flow charts for the processes that would define the majority of the user experience within the current IA. With these we were able to pinpoint weak points in our interactions in addition to collecting open questions for dev and products teams. 

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Social Creative

At the same time that the object inventory was being assembled, my half of the team worked on creating wires and flow charts for the processes that would define the majority of the user experience within the current IA. With these we were able to pinpoint weak points in our interactions in addition to collecting open questions for dev and products teams. 

Click to read more

Times have changed, and so has Nair. What used to be a gimmicky, tagline-based cream that left people with burns is now a gentle, convenient alternative to expensive, messy hair removal products. And they're not afraid to get real about it. Why burn yourself with hot wax when you can use Nair's Wax Strips right out of the box? Why cut yourself with a razor when you can use Nair's Argan Oil Shower power cream in 5 minutes? Co-opting the mic drop trope, we filmed sassy 10 second Snapchat videos and colorful social posts encouraging women to say goodbye to the old and welcome in the Nair.

Click to read more

The Website

Along with Nair's updated ethos came a new, modern web experience. We started with a wider color palette that expanded and emboldened Nair's brand pink, then chose new fonts that communicate sophistication and boldness. We then painstakingly scoured for imagery within our budget that embodied a free-spirited, contemporary, and diverse brand which empowers women to let themselves shine.

The users have told us they want all of their content in one place. That's all good in theory. But how, exactly, does one fit 12+ content formats, each with varying levels of control, playback behavior, user awareness, and constraints via DMCA into one easy-to-use, automotive product that causes minimum driver distraction?

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it’s interesting. The value in consolidation of content, easy access, giving me more content options with radio and music subscriptions. It’s nice to have that all consolidated.

~Brian

We learn to adapt and utilize stuff, and you don’t know until you know. If new vehicles have this, after six months you're clicked.

~Rick

I think it gets to the concept of having an all in one. I'm positive on the whole experience, but the biggest detail we still don’tknow about yet is the cost…

~John