Preparation H
Relief is luxury
People will Instagram their $300 moisturizer, but they'll hide a tube of Preparation H in the back of the medicine cabinet. Not because hemorrhoids are rare (millions of Americans get them chronically), but because embarrassment is powerful. But being comfortable is the ultimate luxury—so let’s treat it that way.
activationWe’ll list a (fake) diamond-encrusted Prep H tube on the website to get people to take notice. Then we’ll reward influencers brave enough to post their bottom-shelf routine on main with a rhinestone version of the drop.
The Royal FlushA decent public restroom is a luxury in the city. This pop-up will keep New Yorkers comfortable (in the most over-the-top way possible).
Window DisplaysWe installed “luxury” Preparation H displays in high-end department store windows.
in-store displaysAnd we brought luxury to what’s always been one of the more embarrassing areas of the pharmacy.