Body hair, no more a taboo!
National, March 7, 2022: Bombay Shaving Company Women, a hair removal solutions brand for women launches a no-holds-barred International Women’s Day film #BreakTheHairarchy that celebrates women’s body hair, and their choice to remove it.
Fun & peppy yet sharp & riveting, the campaign film questions the norms associated with women body hair & drives a strong message of breaking all these taboos, encouraging us to #BreakTheHairarchy. It is asking us to rethink our socially conditioned ideas about women’s body hair and the uneasiness that comes while dealing with it.
While being a hair removal brand and truly believing in being smooth, Bombay Shaving Company Women also believes in the individual’s right to carry themselves the way they want. The film respects that narrative of ‘choice’, and how it is the individual who will choose whether to ‘keep’ the hair or ‘remove’ it, in any form, in any part of their body.
Elaborating on the thought behind the campaign, Siddha Jain, Chief Business Officer, Bombay Shaving Company Women said, ”In an ideal world, women’s day need not be celebrated because every day will be women’s day or rather just People Day. This is why we wanted to bring a campaign that we as a brand can stay true to, round the year. Hence, we created a Women’s Day narrative which stays close to our category, because that is the space we impact in the everyday. Our world today is full of biases of assumptions about women based on what they wear, how they look, how they sport their hair, etc. Women Body hair still doesn’t find the desired level of acceptance in our society’s social and cultural construct. And we merely wanted to challenge the idea of assumptions & prejudice around it. This thought germinated into a beautiful campaign film #BreakTheHairarchy where we have showcased all individuals who identify as women throwing caution to the wind when it comes to their choices about their body hair. The message that we want to deliver via this campaign is ‘What you do with your hair, is only your business. As a brand, we take our responsibility of communicating this consciousness very seriously, internally as well as externally.”
Shantanu Deshpande, the founder CEO of Bombay Shaving Company added, “These are exciting times for Bombay Shaving Company in general, and our women’s brand is slated to go through a big revamp. As of today, the women’s business is already 20% of the overall business and is slated to grow in double digits in the next few years. Beyond numbers, we are also cognizant of walking the talk of the campaign. From women-led forums driving change and education about workplace equity to instituting menstrual leave to a warehouse to boardroom– we aim to live #BreaktheHairarchy by example.”
The recent influx in investments has surely given Bombay Shaving Company the thrust that it needs to go bigger and bolder. With this movie, the Women’s business has come out with a bang and has surely made its presence felt.
The campaign is conceptualised in-house by the Bombay Shaving Company Women team and produced with the help of a production house from Mumbai.
