Braun Silk-épil - Mermaid

Procter and Gamble's Braun brand range needed to revive the european market for personal hair removal devices, and to withstand a marketing assault from its competitor, Philips.

Braun Silk-épil – Mermaid


Client Company Name: Procter & Gamble

Brand Name: Braun Silk-épil

Category: Consumer Goods


In recent years, epilator category growth has stalled with fewer women switching from wet shavers, waxes or creams. Epilator brands, while promising more efficient and longer-lasting results, continue to suffer from years of negative word-of-mouth and from a reputation as an extremely painful process. Encouraging consumers to buy an epilator in the summer of 2009 was a significant challenge due to the following:

The global economic crisis:

Europe was hit hard in spring...

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