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By Ellen Ormesher | Senior Reporter

March 2, 2023 | 3 min read

The creative campaign was developed by an all-women team and stars real customers.

In its latest spot for its Lumea IPL device, Philips aims to reframe the conversation around body hair and encourage people to take choices into their own hands.

Created in collaboration with an all-women team at Dept, the ad depicts women in the privacy of their own homes, making the decision about whether or not to remove their body hair.

“Philips sets an example for other mainstream brands with this campaign created by and for women,” said Minesh Parbat, creation lead, beauty at Philips. “The team at Dept listened to consumers and took a close look at the complex social relationship with body hair. By combining consumers’ personal stories with the brand video, they created a positive, relevant campaign with great reach.”

To elevate the uniqueness of each story, the team paired up female illustrators with the women to help bring their stories to life.

Rita Kucinskaite, senior creative at Dept adds: “We deliberately stayed away from the old female stereotype of pink bathrooms and shiny smooth legs. Instead, we asked four real Lumea users to film themselves in their own homes. This allowed them to reclaim their bodies and choices, instead of letting someone else determine their perspective.

“With this campaign, Philips acknowledges that people have body hair and that it is their choice to do something about it. Should people choose to remove body hair, this is the product to do so comfortably and safely.”



Account: Bart Sweere, Jessica Otero Ely and Ayaan Nour

Project managers: Nadine Werner and Kristian Tankina

Strategist: Maeve van Ettekoven

Strategy director: Martin Wong

Creatives: Rita Kucinskaite, Ana Rangel, Guylou Werner, Lisa Kapan and Danique de Bies

Creative director: João Inácio

Designers: Patricia Loman, Sander van Lit

Post-producers: Veronique Beumer, Friso de Ronden and Marcel Ossendrijver


Creation lead: Minesh Prabat

Project manager: Diana Kraa

Producer: Darden Longenecker


Producer: Robin Mak

Executive producer: Robert Verbene

Directors: Mikki Sindhunata and Rocio Crudo

Illustration and animation: Volstok

Lead illustrator: Camille Chailloux

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