Philips changes images to include a normalised experience of waxing

New research conducted by Argos and Phillips found that 11 million women find talking about their hair removal experiences embarrassing or uncomfortable and wanted to normalise the experience. When asked on what they wanted to see more of in images relating to hair removal products, 32 %wanted to see more of hard-to-reach spots, while 30 %wanted to see more relatable body shapes in pictures. As a result, both the Argos and Phillips websites will now use refreshed images of IPL hair removal, to promote Philips’ Lumea. Talking about the research, Jess Gregory, Philips Lumea’s marketing manager, said “Hair removal doesn’t need to be a chore or something we’re embarrassed about – it’s a part of our everyday routines. We want women who use Lumea to feel empowered by their hair removal and what works best for them, through a personalised programme to suit their needs and choices.”