The Stay-at-Home Hero

Seeing Opportunity in Adversity

As beauty salons were forced to close due to the lockdown restrictions imposed during the Covid-19 pandemic, 2020 saw a sharp increase in the use of ‘at-home’ beauty products and salon alternatives. This dramatic change in consumer behaviour represented a tremendous opportunity for Nair Hair Removal which – thanks to an agile PR and digital media campaign created by Capsule Comms – the brand was able to fully capitalise on.

Trusted since its introduction in 1940, Nair has always been known for its expertise in hair removal. As the #1 hair removal brand in the U.S. Nair continues to expand by bringing the world innovative hair removal options – products which became essential in the absence of beauty salons and hair removal experts during UK national lockdowns.

Bringing the Salon Home:

On behalf of its client, Capsule Comms was able to ‘join’ increasingly animated conversations around waxing and hair removal at home; conversations which became ‘hot topics’ discussed on mainstream national television. A slot on This Morning covering the subject generated over two minutes of prime airtime for Nair. Resident This Morning beauty expert Sarah Jossel – Sunday Times’ STYLE Beauty Director – featured the Nair Oriental Sugar Wax during her ‘at-home beauty’ segment.

Capsule Comms ensured Nair remained at the forefront of the news agenda, positioning the brand as the ultimate lockdown essential and a means of bringing the salon into the comfort of your own home thanks to Nair’s innovative and ‘salon-quality’ formulations. Coverage highlights included Harper’s Bazaar, Sunday Times STYLE, Grazia and ELLE as well as recommendations from highly regarded beauty experts such as Sali Hughes and Newby Hands.

The brand worked with skin specialist Charlotte Connoley, whose impressive VIP clientele includes Millie Mackintosh and Rosie Huntington-Whiteley. Charlotte shared her expertise on hair removal with Nair and what she considers best practice for hair removal at home. These practical expert tips and techniques from a leading skincare specialist were a significant endorsement for the brand which, combined with Capsule Comms’ reactive press-office strategy and digital-first approach, elevated the brand to new heights.

A Whole New Nair Tribe:

Throughout 2020, Capsule Comms onboarded a tribe of beauty influencers – creating a Nair community via social media. The Nair Tribe consisted of a diverse range of influencers, ranging from make-up artists to reality TV stars; all of whom had an affinity or previous interaction with the Nair brand. Influencer campaigns featured Hannah Martin, Salih’s World and Tiffany Watson to name a few. The series of campaigns drove traffic to Nair’s Instagram account, capitalising on the increase in shopping for beauty products online, and via social media, amongst Millennials and Gen-Z.

Nair – A ‘Must Have’ Not Just a Nice to Have:

Capsule Comms was able to secure a total circulation of 38,556,742 across broadcast, print and digital features, repositioning the brand as a beauty cupboard staple that rivals professional hair removal. By working with strategically aligned beauty influencers, total social reach for the brand peaked at a staggering 4,400,200, bringing an entirely new audience of engaged followers to the Nair Instagram account.