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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: Executive Creative Director, Agency CEO, Nair Product Director

Deliverables: Social creative, Web Design

Deliverables: Social creative, Web Design

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

We set out to bring Nair's visual identity in-line with modern trends, showcasing bright, candid photography of a wide variety of skin tones and body types. Colors and fonts are modern, confident, and optimistic, balancing vibrant energy with calm sophistication.

We set out to bring Nair's visual identity in-line with modern trends, showcasing bright, candid photography of a wide variety of skin tones and body types. Colors and fonts are modern, confident, and optimistic, balancing vibrant energy with calm sophistication.

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Social Creative

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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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.

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.

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.

Click to read more