Veet® Signs Dancing Pro Cheryl Burke to Smooth Skin Campaign

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Depilatory brand and ballroom star team up for smoothest partnership in showbiz

Veet®, the number one depilatory brand in the world, announces a year-long partnership with celebrity ballroom dancing pro and TV personality Cheryl Burke. The deal is the highest profile celebrity endorsement in the brand’s history and reflects the brand’s emphasis on revitalizing their beauty and lifestyle positioning through a strategic partnership. Burke is a 6-year veteran and two-time Champion of ABC’s hit show “Dancing With The Stars”, author of the book Dancing Lessons: How I Found Passion and Potential on the Dance Floor and in Life, as well as the star of several fitness DVDs both for DWTS and Jazzercise. Veet will leverage the partnership among their target female demographic and use Burke to excite consumers and retailers in 2012.

“I am thrilled to represent a brand that understands the importance of looking and feeling beautiful in your skin and the freedom of long-lasting smoothness,” explains Burke. “As a professional dancer on television, these play a huge role in my daily life, so the synergy between me and Veet was natural and a perfect fit.”

Last year, Veet expanded their depilatory creams and gels offerings with the launch of Veet Ready to Use Wax Strips for Face and Body. This year, Burke will help publicize those products as well as assist in bringing to market the brand’s 2012 launch — NEW Veet High Precision Facial Wax – which provides users with precise and efficient, salon-quality removal of facial hair. Housed in an easy-to-use tube, the product features a precision applicator for control over the flow of the wax to help you achieve the perfect shape and desired results.

“We anticipate a very positive consumer response to the partnership,” explains Kevin Harshaw, Marketing Director of Personal Care at Veet parent company Reckitt Benckiser. “Cheryl has become a household name synonymous with beauty, confidence and smooth skin – the very benefits Veet delivers through innovative and effective product offerings.”

Cheryl will be included in Veet PR initiatives throughout the year, including exciting Facebook content, online advertisements, media interface and event appearances. She will add rich content for the brand, particularly in the social media space, where fans can engage with Burke and enjoy access to exclusive content and beauty tips from the star.

For more information regarding the Veet partnership with Cheryl Burke as well as new launches from the brand please visit

About VEET®
VEET® is the leading name in depilatory products with over 80 years of experience 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 March 2010 - February 2011 in the global market (36 countries).


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Kristin Pehush
Lippe Taylor
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