A lot of women find hair removal using an electric epilator painful and many use alternative hair removal techniques that are known to be less painful but, unfortunately, also less effective. Thanks to its expertise and 5 years of research, Calor has launched the world’s 1st painless electric epilator. Based on unique technology that combines a desensitising function that stops the pain signal, and a refreshing function that soothes the skin, Soft Extreme is establishing itself as the painless solution for soft skin.
In order to prove to our target audience that Soft Extreme hair removal really doesn’t hurt, Calor is beginning its promotion and launching the “Sourires de femmes” campaign. Based on the idea that when a person is in pain, it shows on their face, Calor and Publicis Conseil have designed an original concept: turning a photo shoot into a real product torture test.
Using Calor’s fanpage, women were invited to have their faces photographed by leading French fashion photographer, Kate Barry, all whilst having hair removed from their legs using the Soft Extreme epilator.
Calor : Chantal Cahen, Astrid Duhamel, Serge Miard, Dorothée Gandouin, David Tavares
Publicis Conseil :
Chief Creative Officer: Olivier Altmann
Creative Directors: Fabrice Delacourt, Olivier Desmettre
Copywriter: Mathieu Degryse
Art Director: Yves-Eric Deboey
Assistant ADÂ : Fanny Chevalier
Account managers :
Patrick Lara, Charlotte Baudry, Adrien Dumont, Marieke Gourdin, Imène Sellaoui, Julien Samarcq, Marina Chef
Production Print
Photographer: Kate Barry
Art Buyers: Jean-Luc Chirio, Flore Silberfeld
Production: Elise Gangneux (Elysian Fields)
Media Plan : Press & web