Germany is a country where women do a lot of shaving. So to convince women to start hot-waxing at home, they need to be informed and feel confident. We brought in Jorge González, who is famous as a runway trainer on the TV shows Germany’s Next Topmodel and Let’s Dance, to serve as Veet Waxing coach. After all, he’s not just an expert in strutting down the catwalk – he’s also a specialist in perfectly groomed legs. Through well-targeted TV and online campaigns, we steered the target group to Facebook, where Jorge explains the product in interactive tutorials and shares various tips and tricks.