By Martin Vedris

SYDNEY: Emjoi is using targeted Pay TV advertising to build awareness and demand for its BodyBare Ultimate AP98R cordless rechargeable epilator (RRP $139) in the lead up to Mother’s Day.

From 27 April until the 10 May, the 30 second Emjoi commercial will appear on Pay TV’s Lifestyle Channel during programmes such as Trinny & Susannah Undress and Grand Designs.

“The sexy and engaging commercial fits the Lifestyle Channel’s inspirational, informative and entertaining environment, and highly targeted audience,” said Emjoi marketing manager, Ann-Marie Weir.

Emjoi is the only brand to offer a cordless rechargeable epilator and 24 carat gold tweezers.

“These exclusive features and the brand’s creative packaging have helped establish a niche position within the epilator market and we believe the TVC will support both the range and retailers in this gift-buying period,” Weir said.

The company is also offering a consumer sales promotion. Consumers who purchase the Emjoi BodyBare Ultimate AP98R from now until 31 May will also receive a $20 gift card to spend anywhere EFTPOS is accepted.