Veet

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Veet - Intimate Hair Removal Products

Veet is the world's first hair removal product and it is being trusted by women worldwide for over 100 years. The brand's maintains its market leadership due to constant innovations that meet women's beauty needs globally. Veet products are created after thorough research and developed to suit changing women's skin care needs. Veet products contain skin-nourishing ingredients and are suitable for women of all skin types.

Veet is the brand owned by the leading multinationalReckittBenckiser. Veet is the leading brand in the women's personal grooming segment. Veet has a range of Hair removal creams, mousses and gels, and waxes are produced under this brand. Veet was previously called Neet and Immac.

Veet's hair removal products contain thioglycolic acid and potassium hydroxide. These ingredients react to generate the depilatory chemical potassium thioglycolate, which according to the company, helps in breaking the disulfide bonds of the keratin molecules in hair, leading to highly reduced tensile strength of the keratin so that the hair can be wiped away comfortably.

Veet Brand History

The brand 'Veet' has a long history. Erstwhile owners, Hannibal Pharmaceutical Company registered this hair removal cream products as 'Neet' and trademarked them in Canada in the year 1919 ad later on in the United States in the year 1922. However, 'Neet' trademark was picked up by the American Home Products Corporation in 1958. Neet was then transferred to its current holders,ReckittBenckiser(then called Reckitt & Colman (Overseas) Ltd.).

The brand name 'Veet' was established in1922 inthe UK. The brand name was used in some European countries, but not worldwide. While the product was sold as 'Veet' in UK & France, the same product was sold in Canada and the United States as 'Neet' until 2002. Veet was them introduced commercially in all countries from 2002 onwards.  

Controversial Advertising

Veet was advertised in the 1920s (then known as Neet) as a product that was "faster than shaving," was called "the ready to use hair removing cream".

Some advertising from Veet has been controversial. A test website for the product inFranceoffended some online users by claiming that the product was "good for the pussy". A representative of Veet addressed the situation stating, "We wanted to create an ad campaign that was a bit humorous and offbeat...we didn't want to shock, but we're not the experts on that." After complaints began to pour in, the website was summarily taken down in the context of not to tarnish the brand image and serve as a fodder for people's outrage.

In April 2014, Veet released a series of controversial commercials with a subtle depiction of unshaven women as being masculine. These commercials too were taken back after they received backlash and poor response across social media.

Veet range of hair removal products are sold in 80+ countries worldwide. Veet products are constantly improvised to help women address changing skin care needs as women's role in professional circles are increasing and women are travelling a lot requiring less time available for skin care and personal grooming.

ReckittBenckiseris much more than a product company. The company is on a mission to make the world a happier, healthier place.