Her Campus & Nair Bring “Hot Girl Era” to College Campuses

Nair is the top hair removal solution that’s been around since 1940, but this year they joined forces with Her Campus Media (HCM) to launch their new face product and appeal to a younger audience. Together, HCM and Nair created a comprehensive campaign that met Gen Zers in three specific ways – in-person events, digital editorial content, and ambassador promotion.

While many consumers know the Nair brand, the goal of this campaign was to reinvigorate the brand identity to feel fresh and approachable for Gen Z. This isn’t their mother’s hair removal. The new Prep & Smooth line was also Nair’s first foray into the beauty category, announced via the Hot Girl Era campaign.

The companies kicked off the Hot Girl Era campaign with 4 in-person events over a 6 week stretch in key markets (Boston, Philadelphia, Los Angeles, Atlanta) inviting Gen Zers to a yoga class with local influencers and the opportunity to learn more about Nair, try out Prep & Smooth, and take home samples.

To continue the buzz, HCM activated several digital elements to amplify the in-person content and experience post-event. The team launched an immersive web page featuring eye-catching editorial content, an interactive self-care guide and product recommendations driving awareness of the new product. HCM then deployed a sponsored Instagram Reel to their 137K followers, increasing audience reach and familiarizing their Gen Z community with Nair’s newest venture. As a result of email blasts, newsletters, paid social ads, and run of display network ads, the campaign welcomed 220 event attendees and 2MM impressions on social.

With 92.6% of Gen Z discovering new products from social media, Nair also activated influencers to share their experience with Prep & Smooth on their channels. A group of ambassadors created video content for social demoing the product and driving engagement. Additionally, HCM shipped out co-branded care packages to 1,000 influential college women for strategic sampling.

The Hot Girl Era campaign isn’t over just yet, but has already resulted in raving customer reviews, and catapulted sales for Nair Prep & Smooth.