Women were aware of the existence of laser hair reduction, but were unsure about letting go of their age-old practice of waxing.

A simple insight paved way for an exciting yet simple DM. A woman who waxed wore sleeveless outfits on the day of waxing and as the month passed the length of their sleeve increased to hide the unwanted hair.We made a cut-out calendar, reversing the dressing trend from full sleeves to sleeveless to depict how Kaya Hairfree works contrary to waxing.

In a simple yet dramatic way, we effectively drove home our service. We received a tremendous response and doubled the sales for Kaya Hairfree in the quarter.