The campaign aims to target the brands core demographic of 16 to 35 year old women and capitalise on the peak holiday season, while women are buying their summer wardrobes.
The ads will appear in the changing rooms of the high street fashion retailers from 24 May as part of a partnership between Veet and Fitting Exposure, the fashion retail media and changing room media provider.
The deal was brokered by media agency Zenith Optimedia and booked by Meridian Outdoor.
Last week, Reckitt Benckiser told Marketing Week that it is moving a significant part of its global marketing budget into online video advertising, which will run alongside its existing television advertising, as part of a strategy to “reach consumers where they consume media.”
Sheila Chaiban, Veet category manager, says: “Out of home advertising represents a new direction for targeting our key 16-34 year old female demographic. We feel that there is a natural synergy between the way Veet makes women feel beautiful and the changing room environment.”