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Extreme Comfort Shaving

Issue 11 | July 2009

Background

NIVEA is an established skincare brand which wanted to break into the male shaving market. Agency research came up with an interesting statistic. 38% of adults admit to having secret, pleasure addictions.

In fact, not a day passes in which the media does not report on addictions of one sort or another. This insight led to a strategy which the agency defined as “Create a pleasure underworld.”

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