Veet is kicking off ‘hair removal season’ with a new marketing capaign – “Don’t Risk Dudeness.”

The tongue-in-cheek ads will feature exaggerated content that addresses the ‘hairiness’ a woman can feel when she has stubble. It will be featured across television, online and social media platforms. (The brand’s spray-on hair removal cream is shown.)

Aurore Trepo, marketing director of personal care, Reckitt Benckiser, said:

“This is the first time the brand has taken a comedic approach to address women’s hair removal. Veet offers women a variety of hair removal products from hair removal creams to at-home waxes that allow her to enjoy long lasting smooth skin and stay ‘dude’ free.”

The brand is encouraging consumers to participate in the conversation on social media.