An ad that would let you experience the wax effect directly. Once your tear apart the pages that are stuck together, hair seems to stay stuck to the sticky tape. A simple double-page spread is now a demonstration of the USP. And because finding hair in your magazine is normally slightly disgusting, the ad is both funny and slightly scary. Which gives the ad a longer lasting effect.

In the month the ad was published, the number of new customers rose by approximately 10%.