The Challenge 

To introduce the benefits of epilation to Gen Zers in the UAE

The Solution 

A digital-first campaign to celebrate self-care that liberates

Overview

Braun produces electrical grooming and personal care products which are expertly engineered for everyday life. For the launch of the Silk-épil, Braun enlisted JWI to raise product awareness. As the first ever pro-epilation initiative in the UAE, the project objective was to encourage new regional audiences – in particular Gen Zers – to incorporate epilation into their self-care regime. 

Insight

JWI gathered a range of social insights from Gen Zers, with primary focus on the social impact of the Covid-19 pandemic and the shifting attitudes of Middle Eastern women. Our insights demonstrated that, following the pandemic, Gen Z women in the Middle East were most looking forward to travelling again. We combined this with research that revealed that many Middle Eastern Gen Z women use traditional sugaring hair removal treatments - which can be painful - and associate epilation with older women.

We used these insights to build out our creative concept, and ensure that the key messaging addressed - literal - pain points. We were keen to emphasise key product benefits, such as its speed and ease in comparison to less comfortable, traditional methods, that it provides four weeks of freedom from hair removal, and to position epilation as a form of self-care. 

The creative process evolved organically from these findings, and was underlined by a desire to promote positive, aspirational messaging. 

Strategy and Approach

The campaign centred on one central narrative – that the Braun Silk-épil range gives consumers the freedom to live, act and dress however they want to, in a way that is fast and convenient. 

In order to communicate this, JWI developed a video campaign and supporting digital assets to promote the ‘four weeks of smooth skin’ that the Silk-épil range provides. The campaign communicated the story of a Gen Z woman embarking on a travel adventure, to connect with the target audience and encapsulate the key benefits of epilation.

About JWI

JWI is an integrated creative marketing agency with a commitment to Go Beyond. Disruptive creativity, powerful strategy and impactful experiences lie at the core of everything we do. Our creative concepts are built upon unique narratives which are crafted to captivate and inspire.

We provide a global outlook, with a targeted mindset. From our offices in London and Dubai, our teams work seamlessly and collaboratively to deploy campaigns globally. We are a collective of experts in our respective fields, united by a care for our clients that is rooted in a care for our craft. JWI’s client-centric approach has been curated with agility and adaptability in mind, allowing us to develop and deliver projects of any size and scale.