Client: Nair (Church & Dwight)
Campaign: Summer Digital Content + Influencer

Overview:
There’s a certain feeling that comes right after using Nair — smooth, confident, unstoppable. You feel like you again. That became the emotional core of this campaign: the idea that silky, hair-free skin isn’t just a beauty outcome — it’s a personal reset button.

The Challenge:
Originally pitched as a classic “Hot Girl Summer” influencer campaign — all sunshine, legs, and living your best life — the pandemic had other plans. With lockdowns in full force, we had to pivot. Multiple times.

My Role & Solutions:
Working across strategy and copy, I helped reimagine the campaign narrative to meet the cultural moment — shifting from external expression to internal empowerment. Whether users were stuck indoors experimenting with self-care, shedding their “quarantine fur,” or just embracing summer in their own way, the message became universal: this isn’t about anyone else — it’s about doing it for you.

Execution:
We created a flexible content framework that evolved with the times, allowing influencers and creatives to express what confidence looked like in their lives. The result: scroll-stopping content that celebrated individuality and made space for a range of voices, all tied together with Nair’s signature boldness.

Outcome:
The campaign successfully turned a legacy product into a modern ritual — one that didn’t just promise smooth skin, but a smoother state of mind. It resonated with users navigating a strange, unpredictable world by anchoring them in one small but powerful truth: when you feel good in your own skin, everything else gets easier.

Key Takeaway:
This wasn’t just about beauty — it was about agency. And about finding ways to adapt a playful, confident brand voice to a moment that required sensitivity, empathy, and emotional intelligence.

Created with:

Executive Creative Director: Jamie Perruquet

Art Director: Este Serrano