How content marketing is helping 'Bombay Shaving Company- Women' build its own personal tribe

A year-old into the market, Bombay Shaving Company- Women is aiming to capture the hair removal space in India. To achieve the same, it is not only providing relevant solutions but is also building deep connections and conversations with its women tribe through its content marketing strategy. 

Siddha Jain- AVP, Bombay Shaving Company, told BuzzInContent, that they use content marketing to stimulate interest in the group and its products or services.

“A major proportion of our marketing spends is focused a lot more on brand building than performance. Most of our spending is towards content marketing,” she said.

The brand is building a tribe of women who find commonality through its content and then top it up with thoughtful product solutions and expert related content.

“For us, there are two legs to content. One is equity building, which is more about people and conversations that matter to people. The second part is about the product and the outcome from the product. We have always tried to balance both and it is definitely helping us. Although overall content marketing is an evolving and a learning field for us. We aim to deliver consistent valuable information and then the rest is about powerful conversations that move people,” she said. 

It aspires to own the whole hair removal space end to end. Jain, sharing more on the company’s vision, said that its overall marketing strategy is focused on defining itself as the expert for hair removal solutions for bold, courageous women and also to building a focused conversation around women.

To build brand equity around relevant important topics, it recently conducted an event called #SmoothAF Comedy, which hosted female comedians talking about their lives and rules surrounding body hair.

The event video:

She shared that the brand is still trying to evaluate how to go ahead with branded content. The #SmoothAF comedy show is intended to not only have relevant conversations but also create a property that will be owned by BSC- Women around funny conversations on hair removal.

Jain said that the brand is experimenting with different formats of branded content, including long and short-form videos on Instagram and YouTube. “The videos will aim to bust myths and answer questions around hair removal. These videos help people make a more informed choice,” she said.

The brand from the beginning was very cautious about its content tone and is trying to keep it coherent with its ethos and messaging.

Discussing more on the same, she said, “I think a lot of brands are in the phase of either discovery or in the phase of trying to hit the market with what is the perceived tone of the market. Even in our team, we mostly have women working for BSC-Women, which helps us to have a better understanding and come up with near-perfect solutions and content which is women-centric. There are a lot of brands targeting women who might be functioning from a male point of view. But it is sacrosanct to me that the conversation and tone of our brand have to be coherent and should sound like one person to keep that persona intact. I ensure that everything is made and thought through from the lens of a woman.”

Since the brand is at a nascent stage it is putting extra investment to ramp up its efforts. Its overall marketing spends are larger from a revenue proportion perspective when compared with BSC-Men, said Jain.

It has also recently released a large-scale campaign with Alaya F.

Jain said that once the brand has built enough education via the video format, it will also be going down the podcasts route. Also, it is doing some gamification on Amazon and other platforms.

The brand is also actively involved in keeping a hygiene check on all platforms.

She said, “It is important to either have a designated team, budget or something for a hygiene check. We do have a top-down budget that we break up into different parts. On a day-to-day basis, there are some people who work in silos across different parts of content, so it might get tricky for them to be able to see the full picture. In terms of hygiene check, there isn't one person, but setting up a check system for different types of content is absolutely critical.”

Bombay Shaving Company-Women also has an active roundup of influencers on YouTube and Instagram that it keeps collaborating with continuously.

Jain shared that the intent is to have four to five influencers talking about the brand at any point in time, in a week. The spending on this front is decently balanced and will not increase in the near future.

The influencers’ posts: