Global depilatory leader Veet has launched a new campaign titled ‘Veet’s Smoothest Way to Sexy’, unveiling its dermatologically tested Pure Sensitive Hair Removal Cream; specially formulated for full bikini use. This bold move taps into the growing demand for intimate grooming solutions among modern Indian women seeking comfort, confidence, and convenience.
The new product addresses long-standing concerns around painful, unsuitable traditional methods. With a rich, creamy texture clinically tested in German labs, the cream promises a quick, painless experience, free from cuts, irritation, or prickly regrowth. The campaign’s TVC, directed by Adulting fame Jessica Sadana, showcases a vibrant beach setting where hesitation turns to confidence, amplified by the nostalgic track ‘Itsy Bitsy Teenie Weenie Yellow Polka Dot Bikini’.
Kanika Kalra, Regional Marketing Director, Reckitt ; South Asia, stated, “We aim to empower women by offering intimate grooming solutions that are safe, effective and confidence-boosting.” In Kolkata, a key urban market for beauty and personal care, local retailers anticipate strong demand. With rising consumer awareness around personal hygiene and a shift towards skin-friendly grooming products, Veet’s new offering aligns well with preferences of the city’s youth and working women. Reckitt continues to strengthen its premium wellness portfolio with purpose-led innovation.
