To help Reckitt Benckiser’s Veet Depilatories brand introduce an innovative new female hair removal product – the Bladeless Razor™ Hair Removal Kit – CooperKatz created a media launch event that brought together rising female comediennes to share their trials and tribulations with the ritual. The Hair Removal Monologues took place in New York City at the world-famous Carolines on Broadway, where editors from major consumer publications and local New York news camera crews learned about the latest revolution in hair removal while being entertained by the rising female comedy stars. The event attracted nearly 30 journalists and generated broadcast coverage by both the FOX and UPN affiliates in New York City.

Prior to the launch date, CooperKatz conducted one-on-one desksider meetings with 25 beauty and lifestyle editors representing teen and women’s consumer magazines. For those meetings, CooperKatz developed a presentation highlighting all of Veet’s 2004 new product introductions with an emphasis on the Bladeless Razor Kit. CooperKatz also produced a 30-second demonstration video to showcase how women conveniently use the Bladeless Razor Kit.

To date, the Veet Bladeless Razor Kit has been featured on the beauty pages of Good Housekeeping, Marie Claire, Lucky, Twist, Seventeen and Cosmopolitan. The product has also been covered in the lifestyle pages of daily newspapers, and has been featured in TV news segments across the country – including Good Morning America. To date, the product introduction has generated more than 72 million media impressions.

Return to main Challenges page