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Parissa promotes wax strips with hirsute man

Vancouver-based Parissa Labs will conduct an advertising initiative at Kits Beach on July 25 in support of its Parissa Wax Strips product line. A promotional worker, described by the company as "excessively hairy," will walk along the beach for two hours with the words "Parissa Wax Strips" waxed out of the hair on his back. According to the company, this is the first time this form of advertising has been used. The initiative was developed by Rethink Communications of Vancouver. "Our industry is all abuzz about social networking, but I think backvertising may be the next big media innovation," said Katie Ainsworth, associate creative director at Rethink.

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