Women are frustrated. With the world, yes, but also with hair-removal. Shaving? Lasts approx 6 hours. Waxing? Ouch + that awkward in-between phase = no thank you.

It’s time for a superior solution AKA Philips Lumea Prestige. An innovative at-home IPL device that puts hair to sleep at the root.

Briefed with refreshing the existing Lumea social campaign – under the same creative concept but maximising Philips’ new claim: 6 months hair-free smooth skin, no less – myself and our art director got to work.

We crafted content for a new always-on social toolkit (that integrated seamlessly with the existing peak campaign creative).  And shot content *specifically* for Instagram Stories for the very first time.

Alongside driving desire for long-lasting smooth skin, we created an in-depth, interactive Facebook Canvas to help bust myths and increase understanding of this lesser-known (revolutionary) hair-removal solution.

I wrote all copy across the campaign, trying my best to make the complex tech of IPL understandable and engaging.