NAIR®. LIKE NEVER BEFORE™:
NAIR® UPDATES ITS IMAGE AND CLASSIC
PRE-SUMMER SPOT WITH HOT NEW CHOREOGRAPHY FROM FATIMA ROBINSON

PRINCETON, N.J., April 23, 2007 / PRNewswire / – "Who wears short shorts?" It's the iconic jingle associated with the Nair® TV commercials of the 1970's. The ad featured cute girls, gorgeous legs and a catchy tune. Now, in 2007, Nair® introduces a new commercial for the modern woman: sexy moves, hot clothes and club-like music, representing the evolution of the brand.

This summer short-shorts are back on the fashion scene, but now, the brand and the product have evolved. A new commercial campaign, "Like Never Before," developed by New York based The Joey Company, pays homage to the "Short Shorts," and features a giant new "girl power" production number as created and directed by famed choreographer Fatima Robinson. The world-class talent behind the dance routines for the movie "DreamGirls" and this year's Academy Awards, Robinson has worked with everyone from Gwen Stefani, Fergie and Outkast, to the Black Eyed Peas and Michael Jackson.

"Our new advertising concept centers around Nair: Like Never Before™," said Stacey Feldman, Vice President, Women's Health and Personal Care, Church & Dwight. "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."

"Dance is such a big part of our culture today," said Fatima Robinson. "Bringing the spirit of the "Who Wears Short Shorts" commercials of the '70's and '80's into the millennium with a hot, new dance that exudes energy and power is the perfect way to celebrate Nair for the modern woman."

First introduced in 1940, Nair® has been a symbolic brand that stands for hair removal. This authentic beauty product revolutionized hair removal, making it possible to get radiant, smooth legs without the potential of nicks and cuts from shaving.

Today there are NEW Nair® products that work on all body parts (not just legs), contain natural botanicals and have fresh scents, work quickly (in as little as 3 minutes) and use new, highly effective technology
the biggest breakthrough from Nair in 30 years – providing consumers with a new usage experience. Nair® is the only brand to use 2-Aminoethanthiol (2-AET) – a hair removal technology which removes hair like no other depilatory, in new Nair® Sensitive Formula Gel Cream for Body. For more information on NAIR® product lines, visit www.NairLikeNeverBefore.com.

Contact Info

Emily Florin
Edelman
(212) 704-8270
emily.florin@edelman.com
Kerry McCauley
Edelman
(212) 704-8222
kerry.mccauley@edelman.com

Related Links

www.NairLikeNeverBefore.com

Related Documents

Nair® Sensitive Formula Line Fact Sheet
Nair® Pretty Fact Sheet
Fatima Robinson Bio

Commercial

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B-Roll and Soundbites

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Nair®. Like Never Before™

 Behind-the-Scenes at the Nair® 'Like Never Before' Commercial Shoot, Directed and Choreographed by Fatima Robinson
Hi-Res Download

Nair®. Like Never Before™

 Behind-the-Scenes at the Nair® 'Like Never Before' Commercial Shoot, Directed and Choreographed by Fatima Robinson
Hi-Res Download

Nair®. Like Never Before™

 Behind-the-Scenes at the Nair® 'Like Never Before' Commercial Shoot, Directed and Choreographed by Fatima Robinson
Hi-Res Download

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