The OOdyssey

WHAT ARE THOSE?

Two round shapes floating in the sky… balloons? soap bubbles? No. They’re flying balls, happy to be (hair) free.

With the launch of its new Intimate Hair Removal Kit, Veet entered a market still dominated by razors and trimmers, introducing a bold innovation designed specifically for men’s private parts. To bring this proposition to life, the film display a metaphorical and poetic odyssey.

BREAKING THE TABOO, UNLOCKING SENSATIONS

Beyond hygiene or aesthetics, research revealed a deeper motivation behind men’s intimate grooming : the search for sensations. This campaign tapped into this insight by shifting the narrative from performance to pleasure. By disrupting category codes with humor and poetry, Oodissey managed to normalize intimate hair removal as a new sensorial experience. In doing so, the brand liberated men from the taboo and reframed grooming as a moment of self-care, curiosity and new feeling of smoothness and freedom.

Results

• Brand consideration jumped from 4% to 25% among young men exposed to the campaign.
• Annual sales increased by 16% in volume, with the Intimate Areas Kit accounting for 84% of the growth.
• ROI was more than twice the category average.