Freedom heads south in men's hair removal ad

Although the removal of body hair for both men and women is said to have originated with the Egyptians, we're more used in modern times to seeing the intimate shaving and hair removal sector directed at women. Companies like Manscaped and Lynx have coaxed it into the men's arena over recent years, usually using humour in their advertising. Now Veet, best known for hair removal creams, strips, and gels as opposed to shaving tackle, enters the foray with this - what would you call it? - campaign encouraging men to 'set them free', referring to testicles, which are here represented in an unusual odyssey. An instant classic or an insubstantial piece of nonsense? For those after more specific info, the kit being promoted consists of a hair removal cream and a specially tested/developed aloe vera aftercare balm. The global male grooming market is currently worth an estimated $56 billion, and is expected to almost double that by 2031, with 2024 forecasts running at upwards of $81 billion. We can all have our own opinions on whether this is a welcome, healthy trend - the only question here is: Has the brand, owned by British multinational Reckitt Benckiser, taken whimsy a little too far with this, or is it one of those oddly memorable ads that will stick with you, willy-nilly, throughout your life?

Keywords: Veet Men, Veet Set Them Free, Veet OODYSSEY, men's grooming, male grooming, men's hair removal, men's intimate shaving and hair removal, BETC Paris