For this campaign, Utopia developed a three-part strategy:

1. Influence: Collaboration with 25 designers whose image embodies the Nair woman: positive, attractive, radiant and confident. Each designer published between 4 and 5 pieces of content per month on a recurring basis, highlighting the slogan “The pleasure of really soft skin”. The aim was to show that Nair hair removal is not only effective, but also pleasant, by highlighting the benefits of ingredients such as argan oil and shea butter.

2. Content creation: 90 videos were produced on Nair's official account throughout the year, with a focus on the summer period. The content, designed to educate and support female users, adopted a caring and didactic tone, like that of a big sister or a mom. Each video has been adjusted according to the weather to maximize engagement, thus adapting to periods that are suitable for hair removal.

3. Publicity: A paid media strategy has been implemented on TikTok to optimize the visibility of videos and redirect viewers to the product page on Amazon. The budget has been intelligently distributed to balance views and subscriber gain, while targeting qualified audiences.