Your armpits = your choice
To shave or not to shave is not the question anymore. Your body is a natural extension of your inner self. We decide for ourselves whether to leave hair under the armpits, depilate or style it in the form of azure lightning. Fortunately, there are ways to do this painlessly.
The philosophy of body positivity and freedom of expression formed the basis of the advertising campaign for EMLA, anesthetic cream for cosmetic procedures. On October 29, 2018, a special project "3 armpit hairstyles that are easy to repeat at home" was released on an online female news platform. Every day, a new post is released in the stories of niche bloggers.
The brand came to the agency with the task of increasing household consumption of the product. But what could motivate women to replace a quick shave with self-care with a pain-relieving cream? Only a powerful inspirational idea. Today it is a rejection of the patterns imposed by someone and the search for your own ways of self-expression. Everything that you think is beautiful is beautiful; so start creating.
We expanded the concept of "pain relief" and positioned the cream as a product that allows you to be yourself without pain. When society accepts you for who you are, and does not condemn. When there are all the tools to make a fantasy come true without unnecessary sacrifices and consequences for the body. When there is courage to be not like everyone else. Restrictions on colors, shapes, pain threshold no longer exist. The slogan of the campaign is “Forget about the pain during epilation and do what you want with EMLA cream!”.
P.S. Some feminist bloggers refused to cooperate, considering any underarm design a rejection of naturalness. However, a ban on a ban is also a pattern. We at Voskhod stand for complete freedom of expression.