After all, communicating the benefits of Summer's Eve feminine wipes and deodorant spray without appearing tactless and causing offence is a difficult challenge.
So, Euro created a print campaign that, its press release says, attempts to reinvent the feminine hygiene category's "coy, inhibited and apologetic communications".
An admirable approach. But when the results involve a big star shining from a model's front bottom, it's liable to have the ASA crawling all over it before you can say "Brazilian".
Euro explains that the star is, in fact, a "ping" of confidence to show the cleansing effects of Summer's Eve in "a light-hearted manner".
While a similar effect could be achieved by placing a power torch inside of a pair of trousers, it's hard to argue with Euro that it has achieved the key objective: "Communicating which part of the body Summer's Eve is for."
God knows how it creates that level of shine though.