Kaya Skin Clinic Design & Branding THE VANISHING SLEEVES by VML Qais Mumbai

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THE VANISHING SLEEVES

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Industry Hair Care, Shaving
Media Design & Branding
Market India
Agency VML Qais Mumbai
Creative Director Saurabh Karandikar, Tina Sachdev, Dallas Fernandes
Photographer Manmeet Bhatti
Released October 2010

Credits & Description

Category: Calendars
Advertiser: KAYA SKIN CLINIC
Product/Service: LASER HAIR REMOVAL
Agency: REDIFFUSION Y&R
Date of First Appearance: Oct 1 2010
Entrant Company: REDIFFUSION Y&R, Mumbai, INDIA
Regional Creative Director: Marcus Rebeschini (Young & Rubicam)
Chief Creative Officer: Minakshi Achan/N Padmakumar (Rediffusion Y&R)
Creative Director: Tina Sachdev/Saurabh Karandikar/Dallas Fernandes (Rediffusion Y&R)
Copywriter/Art Director: Shruti Das (Rediffusion Y&R)
Photographer: Manmeet Bhatti
Retouching Artist: V.R.Sudhir/Santosh Jagtap (Rediffusion Y&R)
Client Servicing: Crahan Pinto/Richa Shah (Rediffusion Y&R)
Media placement: Direct mailing - Distributed to database - October 2010

Describe the brief from the client
Women were aware of the existence of laser hair reduction, but were unsure about letting go of their age-old practice of waxing.

Describe the challenges and key objectives
The task at hand was to change the habit pattern of women, and get them to try the Kaya HairFree Service.

Describe how you arrived at the final design
A simple insight paved way for an exciting yet simple DM. A woman who waxed wore sleeveless outfits on the day of waxing and as the month passed the length of their sleeve increased to hide the unwanted hair.
We made a cut-out calendar, reversing the dressing trend from full sleeves to sleeveless to depict how Kaya Hairfree works contrary to waxing.

Give some indication of how successful the outcome was in the market
In a simple yet dramatic way, we effectively drove home our service. We received a tremendous response and doubled the sales for Kaya Hairfree in the quarter.