Philips were looking to shift the perception of the product from emotional to functional and technological and to use a creative partnership to drive awareness and education about the Lumea and the benefits it can bring to women’s lives. The challenge being: how do you talk about the science and technology behind a hair-removal device in an engaging and glamorous way?
What we did
The concept involved real women trialling the Lumea Infinity and giving their week-by-week reviews of how the Lumea became a staple in their beauty routine. Using bespoke editorial-style content, Stylist partnered with Philips to create a cross-platform campaign to reach out to our large, affluent, urban audience. We focused on illustrating to readers two simple things: how the device works and how having one would improve their lives.