Reckitt & Colman is retargeting its hair removal products to include teenage schoolgirls.
The company is spending £500,000 on a press campaign for its Immac depilatory brand.
The advertisments, by sales promotion agency Interfocus, break next week in teenage magazines like Sugar and Just 17. They use storylines where a teenager’s chances of romance are ruined by stubbly legs.
This is the first time Immac has moved away from 25 to 34-year-olds and targeted teenagers. The move is intended to build brand loyalty, by persuading consumers to use depilatories.
Interfocus will back the press activity with a direct mail campaign and sampling through secondary schools. An in-house television ad breaks next week targeting Reckitt & Colman’s core older market.