2014 Winners & Shortlists

Brief Explanation

Challenges: Women perceive laser hair removal to be painful and uncomfortable. They are not aware of how shaving and waxing is more painful and harmful to skin than Kaya’s unique laser hair removal. Key objectives: To communicate that Kaya’s laser hair removal is painless and helps you stay hair-free for months, even years. ONGOING CHALLENGE: Kaya is the UAE's only Ministry of Health-certified beauty/skin treatment clinic and is therefore subject to government approval on all marketing communications. Images of skin can be - and are - sometimes rejected. This is another element we had to consider when coming up with the execution.

The Brief

Spread the word about Kaya’s unique painless laser hair removal, and increase sales.

How the final design was conceived

Our mission was to communicate how painless Kaya’s laser hair removal is. We decided that the best way to get that point across was to create a poster that is both interactive and eye-catching. We used body parts (with strict adherence to government restrictions on what one can and cannot show) that can receive laser treatment and photographed them to spell out the letters ‘Kaya.’ The hair-shaped coupons were slid into the edges of the body-parts, symbolising hair, and once removed/peeled off with ease can be redeemed at any Kaya clinic. The offer that women received was AED 200 off a laser consultation as well as a free trail session.

Indication of how successful the outcome was in the market

In just 3 days (still at early stages of campaign), from when the posters were up, the website traffic increased by 91.8%.