READY FOR ANYTHING
NAIR CASE STUDY
“Partnering with Clevver showed the value in delivering a good integration to a passionate audience. The Clevver talent’s authentic approach to messaging our product within their new series was the perfect fit and a huge success.”
Robyn Safran, Group Brand Manager Nair
Objective No. 1
Nair recently launched two new products—Ready-Strips wax and No Touch spray—and wanted to use these new innovations in hair removal to reinforce that Nair is a modern beauty brand for Millennials.
Objective No. 2
Nair also wanted to highlight their positioning that their brand helps women feel confident and “ready for anything.”
The expansion of Beauty Break
As announced at the DEFY Media NewFront, Clevver was gearing up to launch a spin-off of Beauty Break—the series where hosts Joslyn Davis and Lily Marston test out some of the most interesting and often bizarre beauty products on the market. With Clevver’s aspirational, yet non-exclusive approach to programming, Beauty Break was already one of the most popular series for Clevver—delivering an average of 1.3MM+ views each episode. Fans wanted to see more.
Clevver and Nair teamed up to launch the new spin-off, Beauty Trippin’, where Joslyn and Lily were now hitting the road to visit sweat lodges, cryotherapy rooms, and more—all in the purist of latest in beauty trends.
The Perfect Platform
With Clevver’s large, built-in audience, as well as its trusted and influential hosts, Beauty Trippin’ provided a perfect platform to seamlessly showcase the latest in Nair hair removal innovations. Before setting out on their unknown adventures, Joslyn and Lily tested the products in a way they knew would authentically resonate with Beauty Trippin’ fans, and also show that Nair keeps them “ready for anything.” Beauty and social media influencer Evelina Barry also joined Joslyn and Lily on both the surprise beach and modeling class adventures to provide additional reach to the program.
Social Media Integration
Each episode was promoted on Instagram by both Clevver and Evelina to their combined 1.7MM+ followers—earning additional views on the platform, and also driving their fans to the episodes on YouTube.