Hair-removing brand Immac is to get its biggest marketing budget yet, as owner Reckitt Benckiser spends £6m re-introducing it as Veet.
The move brings the UK product into line with the brand's international name. All packs will feature the tag: Veet, formerly known as Immac.'
Starting this week, the campaign builds on the idea that Sometimes it's good to change your name'.
Posters and press ads across 10 women's titles feature screen icon Marilyn Monroe, whose real name was Norma Jean Baker, and actress Bo Derek, who was christened Mary Cathleen Collins.
Radio promotions based on the theme of celebrity name changes will also add support.
At the same time, a viral e-mail competition will target one million women, and advertising will feature on key women's internet portals i-village and
The star prize is a £10,000 pampering experience, which includes a holiday for two at a health farm and a shopping spree complete with a £3,000 budget.
Other activity includes a roadshow at 10 key shopping centres around the country, with shoppers being offered the chance to win £500 every day, as well as instore promotions.
Marketing manager Louise Dale said the name change campaign would give the brand a strong platform to launch new products later in the year.