Prattle & Jaw

Copy, blogs, and bits and bobs

This Depresses Me

"When Reckitt Benckiser Group brought its Veet hair-removal cream to China in 2005, sales were sluggish. Its prices were considered too high and its product sizes too large. But the biggest problem: Most Chinese women don’t have much body hair, and those who do didn’t worry about it. So the company embraced a new marketing plan. Reckitt Benckiser rolled out ads equating hair-free skin with health, confidence, and “shining glory.” In the process, the company has helped make many Chinese women more conscious of every stray follicle. “It’s not how much hair you have, it’s how much you think you have,” says Aditya Sehgal, the company’s China chief. “If your concern level is high enough, even one hair is too much."

Part of me gets depressed at how damn sneaky and low marketing is, but then I get equally depressed at how much like sheep we all are. 

Copyright © 2014, Lara Mulady. All rights reserved.