Mumbai: Bombay Shaving Company Women, a spin-off of the Bombay Shaving Company (BSC) men’s skincare brand, has partnered with Bollywood actor Alaya F. This represents BSC Women’s commitment to reinventing solutions hair removal for local women.
The announcement is accompanied by the launch of a film and brand campaign curiously named “SmoothAF” which aims to deliver on the brand’s promise to deliver innovative and highly experiential hair removal products for daring young women. and uncompromising today.
âI was part of the BSC tribe of women before I even signed the contract. I have been using their hair removal products regularly for quite some time and can personally say they are fabulous, âsaid Alaya F.â I am so excited about what the brand is trying to achieve because I see myself. so much in this. I’m delighted that this vibe also manifested itself in the film. “
The campaign was co-created with The Collective Artists Network and produced by Cutting Crew Films. It shows Alaya as her authentic self, through uninhibited movements, playful musicality and progressive imagery in an exciting, daring and badass tone, while maintaining her endearing innocence.
âThere can be no better embodiment of the spirit of the brand and the company than Alaya. From her signed âAFâ messages to the way she moves, Alaya F is a maverick and embodies the bold and unabashed women of today, âsaid Siddha Jain, Director of BSC Women. âWe are thrilled to have her as the face of the brand because not only is she absolutely talented and gorgeous, but she constantly challenges the status quo while being 100% genuine and kind herself. Our association with her is a step towards strengthening the connection with our consumers who are eager to be a game-changer and take the world by storm. “
In addition to collaborating with many influencers at all levels, the campaign is rolled out across major OTT platforms and programmatic advertising, as well as popular social, online and offline channels.
âIt’s a very exciting phase for us. We have always believed that women’s businesses guide us into the future, âsaid Shantanu Deshpande, CEO of BSC. âToday we are loved by people who know us. But thanks to the nature of the women’s personal care category and this new association with Alaya F, we’re on our way to taking the plunge and becoming a brand loved, talked about and shared, across the country. “