Veet came to Social Chain with a challenge: get more men using hair removal cream.

We started by asking what was stopping them. One tension came through loud and clear: male hair removal still carried a stigma, wrapped up in an outdated idea that caring about how you look somehow makes you less of a man.

Rather than just challenge the stigma around hair removal, we used it to open up a much bigger conversation about masculinity, the expectations placed on men, how they’re supposed to look, how they’re supposed to behave, and how much they’re supposed to keep to themselves.

Off Your Chest turned the 15 minutes it takes Veet to work into 15 minutes to talk. Male talent, including James Haskell and Bayo Akinfenwa, applied the product before sitting down for an open conversation about masculinity, vulnerability and mental health.

The result was a video series that used something as simple as removing body hair to question what being “manly” is supposed to mean, giving men the time and space to get a few things Off Your Chest.