Veet

Overview:

In 2011, MAVERICK was tasked with launching VEET Easy Wax Electrical Roll-On-Kit to the Canadian market to coincide with Valentine’s Day 2012.

We created a glamorous, ultra-feminine event that catered to what we had established that Canadian women wanted to experience on Valentine’s Day - romance and pampering.

The event was held at The Trump International Hotel in Toronto (now the St. Regis) within the first week that it opened (yes, very cool back then!) creating a desirable and coveted ‘hot ticket’ to an exclusive new Toronto landmark.

Results:

Representatives from every prominent beauty and fashion magazine and blogger in Toronto were present, including Best Health, Chatelaine, Hello! Canada, LouLou, and more.

Additionally, on-air personalities from CP24, CBC, and MTV attended the event.

Because the event launched a product that is predominantly used in spring/summer, coverage spanned February (event focused) through August (product focused) resulting in 21,641,702 impressions in total – three times the impressions generated in all of 2011. The product launch was an instant success at retail as well!