Veet launches Veet Pure range of hair removal creams

The world leader in depilatory products, Veet has undergone the biggest reformulation in hair removal creams with the launch of Veet Pure.

The all-new is launched with the aim to elevate consumers hair removal experience. It is dermatologically tested range that includes natural extracts of Cucumber, Aloe Vera and Grapeseed Oil, with a simplified formula that caters to the changing needs of modern women, offering a superior, efficient and pain-free solution for hair removal at home.

Veet pure addresses the unpleasant odour users have experienced with hair removal creams, enhancing the sensorial experience with fresh fragrances and long-lasting smooth and moisturised skin.

The product is formulated for and is tested amongst Indian women catering to their tastes and preferences. During the test, 93% of the Indian women who tried Veet Pure hair removal creams liked the new hair removal range.

Commenting on the launch, Mr. Dilen Gandhi, Regional Marketing Director, South Asia – Health & Nutrition, Reckitt, said, “Veet has been women’s preferred choice for superior, effective and easy to use hair depilation solutions at home. We continue to monitor and ensure that we elevate our product offerings catering to the evolving needs of our consumers. Our new improved Veet Pure™ range with its carefully curated formula is looking to disrupt consumer experience when using hair removal creams beyond reasonable doubt. To ensure that we live up to our promise, we tested the new product with Indian women to ensure that we make their hair removal experience pleasant.”

The new campaign film featuring Sarah Ali Khan establishes Veet Pure as the ‘Next Big Thing’ in hair removal, celebrating women irrespective of their skin colour, ethnicity, hair type and style. 

Bobby Pawar, Chairman and Chief Creative Officer, Havas Group India, said, “An exciting change in the hair removal cream formulation has been due for long. For a generation that is always seeking the next big and new thing in all walks of life, it was time that someone brought about a clutter breaking product in the hair depilation category. That is when the Veet brand decided to sit up and take notice of what the consumers want, which led to this new formulation in the form of Veet Pure. To launch this new product that caters to all skin types, we conceptualized a film that draws parallels on how this new and improved formulation was much needed in the category. What makes this communication that much more meaningful and interesting is a popular face like Sara Ali Khan pushing the message, while driving awareness around the brand.”

The new Veet Pure Hair Removal Cream is suitable for all skin types, It has 3 variants, having different natural extracts – cucumber for normal, aloe vera for sensitive skin and grapeseed oil for the Dry skin. The existing variants in the market are replaced with the new Veet Pure range at the same price point, available in 30g, 50g and 100g packs for each of the three new variants.