Nair Leg Masks is an innovative product from Nair, the global leader in hair removal. Inspired by the substantial growth of masks in the beauty space, Nair recognized the opportunity to launch the first ever leg mask into the hair removal category. The creative goal for this project was to elevate the hair removal process from a functional need to an indulgent beauty ritual and launch Leg Masks as a first-of-its-kind, premium offering.

The package design by Wallace Church & Co leverages graphic elements and production techniques to stand apart at shelf and make the line feel modern and sophisticated. The understated color palette and treatment of core ingredients (seaweed and charcoal) recall a spa-like experience. Touches of rose gold grab attention at shelf and bring the design closer to the beauty space.

The launch of Nair Leg Masks shook up a sleepy category and brought an unexpected look to the hair removal space. Since launch, it has received excellent reviews from consumers that consistently outperform other products in the category. Based on the success of the two initial SKUs, a third was recently launched into market.