One month after installing its new brand signature: “As obsessive as you”, Starwax, accompanied by Buzzman,
reaffirms the message through a second campaign which, this time, highlights the brand’s products.
A multi-media campaign, on air since 5 August, that is sure to resonate with all household maintenance perfectionists.

Today, 43%* of French people (including 54% 18/24 years old) believe that being a maintenance and cleanliness freak is a quality. Indeed, by their perfectionism, the maniac takes care of others. The emergence of the “cool maniac” that is taking shape today in a post-covid world has been Starwax’s reason for being since 1946.
Through its highly specialised products, the brand is an expert in cleanliness and maintenance and wants to make maniacs proud.

A well thought out and humorous campaign that highlights the effectiveness and the ultimate quality of Starwax’s cleaning products.
“Would you mind showering before you sit down?”, exclaims the ad highlighting the leather care milk that will take care and maintain the most precious of sofas.
“Tag a bald friend who doesn’t need this product.” for the special hair unblocker, one of Starwax’s latest innovations.

Visible throughout the month of August, on display and in social media, it has been reinforced by a national poster campaign since 12 August.


*OpinionWay survey for Starwax from June 2020

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Starwax is a French brand created in Lille in 1946 by two brothers who decided to start manufacturing wax for wood maintenance. It takes its name from their first product, which, as a tribute to America, used the English word “wax” instead of the French equivalent “cire”.

Care of interior flooring, furniture or textiles, maintenance of chimneys or pipes, cleanliness of the kitchen and hygiene of bathrooms and toilets, as well as exterior maintenance of the terrace and garden furniture… Starwax is today a leading brand, offering a complete range of products and maintenance accessories to help clean and take care of the house.

Efficiency and quality are the key words of the brand. Starwax products are carefully developed by our experts to ensure optimal performance on a given problem. It is after numerous tests and controls that each formula is approved and validated. Design, testing, manufacturing and packaging are carried out in the Noyelles-les-Seclin factory, near Lille.


Buzzman, voted “Best International Small Agency of the Year award in 2011” by Ad Age and “Agency of the year” at the Cristal Festival in 2013 and 2016, “Agency of the year” at the Effie Awards France 2016, “Most Creative Agency” in 2016 and elected by advertisers “New Model of Creative Agency” in 2017 at the Agencies of the year Award and “Most French Creative Agency” in 2019 by BVA Limelight consulting, is an advertising agency creating innovative concepts that go beyond traditional advertising.

In 2016, Buzzman created Productman, its innovative products and services creation studio, communicators, and business generators.

Winning for several consecutive years at international well-known festivals (Cannes Lions, Eurobest, EFFIE, Clio Awards…) as well as nationals, Buzzman is recognized as one of the most creative agencies in Europe, with clients such as BURGER KING in France, Belgium and Russia, IKEA, Boursorama Bank, Direct Assurance, Fleury Michon, Hippopotamus, PMU, Panzani, Mondelez (Oreo, Milka, Tassimo & Belvita), easyJet, L’Oréal (Puma Fragrances, Garnier), Huawei, NRJ Mobile, Mumm, PayPal, DPD France, Delsey, BMW…


Managing Director Etienne Sacilotto
Chief Marketing Officer Orianne Perreaux
International Marketing Manager (Starwax Home Care Interior) Marie-Pierre Vanhelst
International Marketing Manager (Starwax Home Care Exterior) Nicolas Vilquin
France Marketing Manager (Starwax Home Care Interior) Aurélie Gaffe
France Marketing Manager (Starwax Home Care Exterior) Fabien Coquidé
Graphic Studio Manager Rudy Lachevre
Digital Manager Jeremy Le Goux


President and Executive Creative Director Georges Mohammed-Chérif
Vice – President Thomas Granger
Managing Director Julien Levilain
Seniors Art Directors Victor Sidoroff & Mickaël Krikorian
Seniors Copywriters Victor Sidoroff & Mickaël Krikorian
Art Directors Assistant Gianni Leotta
Associate Director Isaure Goetz
Account Manager Clémence Gateau
Head of Strategic Planning Clément Scherrer
Head of PR & Communication Amélie Juillet
PR & Communication Manager Paul Renaudineau
Rights Management Dee Perryman
Head of Production Vanessa Barbel
Production Assya Mediouni & May Pham & Charlotte Chadeau

Executive production 5ROADZ
Decorator / designer Isabelle Baudry
Photographer Jérome Galland
Photographer Agent LNB
Touch-up artist Adrien Bénard
Executive Engraver James Lefèvre