Thérapie Clinic Launches "Your Bush, Your Rules" Campaign
Thérapie Clinic, the leading name in aesthetic treatments and laser hair removal, has unveiled its bold new campaign, ‘Your Bush, Your Rules’, designed to empower self-expression and personal choice. With a clear focus on Gen Z values of authenticity, inclusivity, and autonomy, the campaign aims to position laser hair removal as a modern tool for confidence and individuality.
Thérapie Clinic has built its reputation by understanding and responding to its customers’ evolving preferences. Recognising the importance of Gen Z as a key demographic, the clinic embarked on an extensive research initiative, conducting detailed surveys and focus groups to understand the values, priorities, and expectations of today’s beauty consumers.
The research revealed that Gen Z favours brands that celebrate individuality and encourage self-expression. This insight became the foundation of the ‘Your Bush, Your Rules’ campaign, which repositions laser hair removal as a choice, not a necessity—one that is dictated solely by the individual.
With a visually dynamic aesthetic, bold neon colour palette, and fearless messaging, ‘Your Bush, Your Rules’ challenges traditional narratives around grooming and beauty standards. The tagline encapsulates personal autonomy, body confidence, and the freedom to choose one’s own approach to hair removal.
As part of the campaign, Thérapie Clinic featured real clients, including Ali, a long-term customer living with PCOS (Polycystic Ovary Syndrome), who shared how laser hair removal has transformed her confidence and comfort:
“After being a client of Thérapie Clinic for two years, I'm finally chosen to be a part of their new campaign. Thérapie Clinic helped me not only get rid of my facial hair, my body hair, but it also gave me that great confidence to be part of this incredible campaign.”
“Like many ladies in the UK, I have been battling PCOS. For me, it wasn't just the facial hair that was bothering me and making me feel less confident—it was also the pain of the ingrown hairs. I used to get a lot of ingrown hairs to the point that they would be very painful and sore. So not only has Thérapie Clinic helped me get rid of that, as you can see in the campaign imagery, but also it's that confidence as well.”
The campaign coincides with record-breaking growth in laser hair removal at Thérapie Clinic, reflecting a broader shift in consumer attitudes toward non-surgical aesthetics and personal grooming. Over the last four years, laser hair removal bookings have increased by 80%, with the most requested treatments including:
Bikini and underarm areas for women
Full back, shoulders, chest, stomach, and back of the neck for men
Men’s interest in laser hair removal has also seen a notable rise, with sales increasing by 85% overall and by 33% in the UK alone since Thérapie Clinic’s dedicated men’s grooming campaign.
