You Glow Girl!

Reintroducing Veet with a fresh, Gen Z-friendly identity.

Challenge
After years of dormancy, Veet needed a revival—especially among Gen Z, who weren’t familiar with the brand. The challenge was to reintroduce Veet not just as a hair removal product, but as part of their self-care and beauty ritual—without feeling outdated or out of touch.

Insight
For Gen Z, hair removal isn’t about pressure, but about confidence. They see self-care as an expression of individuality, something effortless, fun, and fresh. To capture their attention, Veet needed to move away from old-school beauty standards and lean into playful, vibrant, and empowering messaging.

The Idea
Veet Pure is back, and it’s better than ever! With a new & improved formula, natural origin ingredients, and a refreshing scent, Veet reclaims its space with a campaign that feels modern, fun, and effortlessly cool.

💖 Pink & fresh visuals that pop on Gen Z’s social feeds
💖 A confidence-first message—because smooth, glowing skin is a choice, not a chore
💖 #YouGlowGirl!—a rallying call for effortless self-care, making Veet part of the new beauty routine