Often a product of this type would lend itself to typical before/after imagery but this concept for Vaniqa took a different path, by using typography to visually demonstrate the problem, and also to highlight the sensitive nature of this type of condition to those women who have to deal with it every day.

By giving the doctor a simple solution to this hard-to-talk-about problem, Vaniqa also enabled doctors to confidently initiate a discussion with their patient.

This campaign consisted of advertising in the two major Australian medical journals as well as having a direct mail component. The headline on the mailer was printed onto a clear cell overlay enabling the reader to physically remove the headline/unwanted facial hair — simply and visually, solving the problem.