Bombay Shaving Company seeks to disrupt market with new product line and campaign

By

Isabelle Crossley

Published
Nov 3, 2020

Personal care brand Bombay Shaving Company has diversified its product portfolio by launching a shaving product line for women with a campaign starring VJ Bani, Maanvi Gagroo, and Sayani Gupta.

 
Looking to disrupt the market, Bombay Shaving Company has launched new product category ‘Defender for Her Women’s Razor’, the brand announced in a press release on November 2. To capture the market demographic of young women, Bombay Shaving Company has collaborated with EiPi Media and brought on board celebrities VJ Bani, Maanvi Gagroo, and Sayani Gupta to promote the new line through a series of videos featuring visual effects. 

“The women’s razor market needed disruption,” said the brand’s director of marketing and new initiatives, Samriddh Dasgupta, in a press release.

“To bring the razor to market, Bombay Shaving Company interviewed women between the ages of 18-45 across India and understood specific needs. This led to the discovery of problems like ingrown hair, cuts, post-shave irritation, and challenges in cleaning the razor. When we conceptualised the ‘Defender-for-Her’ Razor system, our vision was to bring in a form of storytelling that was at an intersection of science and art - much like the Defender-for-Her Razor.

“We found that our target group responded favourably to the idea of Bani J, Maanvi, and Sayani as their role models; and we found EiPi Media, a new-age production ecosystem with innovative storytelling capabilities as an ideal partner,” said Dasgupta.

“We are very happy with the outcome and have a full-scale digital media campaign spread across multiple channels underway to help us capture market share over the next few quarters.”
 
Bombay Shaving Company retails a range of skincare, shaving, hair care, and other personal care products and caters to millennial consumers across India. The brand retails its products in over 8,000 stores across 20 cities.