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The campaign by Live & Breathe launches this weekend and runs for five weeks.

It features press ads in women’s magazines Elle, Cosmopolitan, In Style, Now, More and Look, supported by sampling and experiential activity.

Sampling will run in Leeds, London, Bristol, Manchester, Birmingham, Newcastle, Glasgow and Edinburgh each weekend until the end of July, giving away 135,000 samples.

A sampling campaign will run alongside the press ads, offering free Veet EasyGrip Wax Strips, money-off vouchers and a QR code to direct consumers online, where they will be entered into a weekly competition.

Experiential activity includes live demonstrations in each of the designated cities, with promotional activity using the strapline "wax virgin?".

Nick Gray, managing director, Live & Breathe, said: "Summer is the perfect time of the year to raise awareness of Veet's new EasyGrip Wax Strips.

"The fashion imperative is on smooth, gorgeous-looking legs to set off the latest looks from the catwalk and the high street. It's all about confidence and Veet allows women to feel great about the way they look."

Last month, Reckitt Benckiser appointed Heather Allen as executive vice-president for category development, taking the post vacated by Rakesh Kapoor, who was recently appointed chief executive designate.