HOW TO TELL

HER?

BREAK THE TABOO WITH

REXONA WOMEN

Polish women perceive the topic of sweating as a “smell taboo”

An educational approach to the subject was chosen with the following aims:

THE CHALLENGE

Convince Polish consumers, that sweating is a normal, everyday process

Break the social barrier, which prevented open conversation about sweat and the necessity of daily hygiene

Increase Deo market penetration in Poland

Rexona, as a one of the leaders on the deo market in Poland, began showing how important daily hygiene is

The idea of creating a „How to tell her” campaign to achieve these aims was thought up by Rexona and Lowe GGK

Ciszewski Public Relations was responsible for the PR campaign

THE CHALLENGE

MADE BY LOWE GGK

THE IDEA

Rexona decided to: o show the problem o emphasize the importance of daily

hygiene

How?o through the publication of a report

on the “Hygienic habits of Polish women”

EXECUTION

Research agency indicated that Polish women both young (16-24) and mature (39+)

more than one third of Polish women do not use deodorants at all

17% Polish women shower less then once a week

they lack knowledge about the product

94% of respondents were in a situation, in which the bad smell of someone else disturbed them

82% of respondents had never told another person, that their unpleasant smell bothered them

RESEARCH

A press conference was organized:

Speakers: • specialist dermatologist • social psychologist• celebrity

Over 120 journalists from major media in Poland took part in the meeting.

PRESS CONFERENCE

PRESS CONFERENCE EFFECT

Launching an extensive education campaign:

o Advice and help from expertso Support of press releases including such

subjects as:• how to tell her – how to gently communicate

unpleasant smells• how to tell your daughter/mother about their

unpleasant smell?• how to use antiperspirant everyday – how to create a

habit?• antiperspirant myths • cosmetics perfect for the summer – what to pack into

your holiday suitcase• the impact of your daily diet on the process of

perspiration and odor

THE SOLUTION

„How to tell her?” initiated a stormy discussion in core media including:

o Daily newspaperso Magazineso Breakfast and news TV o Radio stations

The project was widely commented on the internet

THE RESULTS

THE OUTCOMES

“How to tell her?” resulted in 440 publications in 4 months

More than 2 500 comments in the Internet

35 000 000 impressions in just the press!

Up by 2.60 percentage points compared to the same period last year.

During the campaign Rexona’s market sales volume share rose to 18.4% first place in its sector

THE OUTCOMES

Most importantly:o Polish women gained knowledge about daily hygieneo They were no longer afraid to tell others about unpleasant smells o The smell taboo in Poland was broken!Advertising Value

Equivalency was 590 000 Euro, while the budget was just 3,1% of this sum.

THE OUTCOMES

Most importantly:

Polish women gained knowledge about daily hygiene

They were no longer afraid to tell others about unpleasant smells

The smell taboo in Poland was broken!