Veet® Launches New Facebook Application Featuring Industry Experts

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Provides Summer Digital Beauty & Lifestyle Destination for Consumers

Veet®, the number one hair depilatory in the world1, launches “28 Days of Beautiful” Facebook application—a fun and unique way for consumers to engage with the brand, share beauty secrets, receive exclusive offers and discounts, and most importantly, get insider tips from the Veet Smooth Patrol—a panel of three celebrity experts in the fields of fitness, fashion and beauty, respectively. The name of the application is a nod to the brand’s newest product launch, Veet Ready-to-Use Wax Strips for Face and Body, which provide up to 28 days of smoothness. The app is formatted as a month-long calendar offering one tip, trick or value-special per day as revealed through a virtual peel off tab which replicates the actual look and functionality of the EasyGrip™ tab on the new Ready-to-Use Wax Strips. Through July 31st, 28 Days of Beautiful is accessible through the official brand Facebook page

“We’re about creating great products that make women look and feel beautiful, but we don’t want our customer experience to be limited to the shower or bathroom,” explains Veet, Senior Brand Manager Ashwini Dumaswala. “Our Facebook page is a place where we can continue to engage our consumers and bring them content that is exciting, fun and relevant not only to their beauty routines, but their lives.”

This is the first time Veet has employed a panel of well-known industry personalities to speak to their consumers across multi-media platforms. “The Smooth Patrol offers our Facebook fans expertise within specific lifestyle categories that they can both use and share,” says Dumaswala. “This is just one way we continue to innovate in our category.”

The Smooth Patrol features Beauty Expert Polly Blitzer, Fitness Expert Terri Walsh, and Fashion and Style Expert Jill Martin. Blitzer was a magazine beauty editor for 12 years before launching – one of the first online beauty magazines. Walsh is a celebrity fitness trainer, author and business owner with 28 years’ experience in the field. Walsh created The A.R.T. Method ™, which stands for Active Resistance Training, after years of honing her craft into quantifiable techniques. Style Expert Martin is recognizable from her successful broadcast career. She is a two-time Emmy-winning television personality and author of the famed book Fashion for Dummies and the upcoming book I Have Nothing To Wear: A Painless 12-Step Program to Declutter Your Life So You Never Have to Say This Again!

About VEET®
VEET® is the leading name in depilatory products with over 80 years of experience of developing safe, effective hair-removal products that are successfully used by over 30 million women across the world, every year. Reckitt Benckiser sells over 40 million VEET products every year worldwide.

About Reckitt Benckiser
RB is a world leader in household, health and personal care. It is a FTSE top 25 company and since 2000 net revenues have doubled and the market cap has quadrupled. Today it is the global No 1 or No 2 in the majority of its fast-growing categories, driven by an exceptional rate of innovation – near 35% of revenue comes from innovations launched in the prior 3 years. It has a strong portfolio led by 17 global Powerbrands which are: Finish, Lysol, Dettol, Vanish, Woolite, Calgon, Airwick, Harpic, Bang, Mortein, Veet, Nurofen, Clearasil, Strepsils Gaviscon, Mucinex and French’s, and they account for 70% of its net revenue. Headquartered in the United Kingdom, the company employs 23,000 people worldwide, with operations in 60 countries and sales in over 180 countries.

1Based in part on Nielsen retail tracking data for the Depilatory category (Reckitt Benckiser defined) for the period of November 2009 - October 2010 in the global market (39 countries).


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Kristin Pehush
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