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Brand Gets Formula & Ad Makeover

Posted: April 23, 2007
Church & Dwight Company's Nair brand is launching an advertising campaign to highlight the evolution of both the brand and the product. The campaign—Like Never Before, developed by New York based The Joey Company—pays homage to the "Who wears short shorts?" jingle and campaign launched in the 1970s.

"With the recent launch of two new product lines, Nair Sensitive Formula Collection and Nair Pretty, combined with our new ad campaign using dance as the focal point, we're reinventing our iconic brand, making it relevant for today's young women," said Stacey Feldman, vice president, women's health and personal care, Church & Dwight.

New Nair products, according to the company, contain natural botanicals and 2-Aminoethanthiol, a depilatory that the company calls "the biggest breakthrough from Nair in 30 years."