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'It's for ME, not for her'

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Sid Lee & Syneron beauty brilliantly dish the dirt on selfish 'friends' set for life-time pain of hot-wax hair removal

'It's for ME, not for her'

Sid Lee New York, in collaboration with Syneron Beauty Inc., a pioneer in the design, development and distribution of energy-based consumer aesthetic products, launched a bold new ad campaign titled “It’s for ME, not for her.” The campaign highlights the covetable benefits of the incredible mē hair removal technology, by having mē users tell us whom they wouldn’t tell about the mē and specifically why. Each story introduces us to an agonisingly funny universal truth that happens between “friends” that protectively has the user keeping their amazing new discovery to themselves.


“Our challenge was to generate awareness for the benefits of the mē brand offering and encourage trial in a way that was unique, compelling and relevant,” states Rose Mastnak, VP North American Marketing at Syneron Beauty. “Our solution: disruption. We partnered with the divergent thinkers at Sid Lee to develop a humorous campaign platform that will break through the clutter in the category, connect emotionally with our consumers and encourage them to find out more about the mē”


“We felt Syneron Beauty was a client that had an amazing and one of a kind product offering. It felt only right that we try and create a one of a kind campaign to support that. Using humor and tapping into human truths, the work cuts through the lingerie and bikini clad cosmetic noise of the category and speaks to our audience as a friend, not a corporation,” states Brandon Drew Jordan Pierce, Creative Director, Sid Lee-New York.


The new campaign connects with consumers where they spend their time researching the best in class products, delivering the message through 5 short episodes, three of which will be released this week, while the remaining two will be released in November. Static and video banner ads will drive to the campaign landing page where consumers view the full series, finding out more about the product and sharing their discovery on their social platforms. In addition, users are empowered to send a custom note to an “undeserving” friend to “not” tell them about the mē.

The mē “smooth” is the first and only professional at-home system that uses patented elos light technology and is FDA-cleared and clinically proven safe and effective on all skin tones. mē “smooth” continues to break down barriers in the professional at-home hair removal category with new clinical studies that support effective lasting removal of unwanted hair on the face, efficacy for the widest range of hair colors and the introduction of exclusive new accessories designed to make the device even more universal and user-friendly.

The mē “smooth” device retails for $395 and is available on as well as at prestige beauty retailers including Nordstrom, Neiman Marcus, Bloomingdales, Ulta,, Space NK and QVC.

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Sid Lee, Thu, 24 Oct 2013 12:16:21 GMT