- For decades, hair removal brands have been portraying women achieving success and happiness in their ads once they get rid of their body hair.
- It is because of these advertisements that a lot of women feel uncomfortable in their skin and have no option but to abide by the beauty standards set by society and unreal ads.
- Now, Pee Safe has launched a razor brand FURR that aims to empower women and to encourage them to never apologise for shaving or not shaving their body hair.
- We caught up with Pee Safe’s
Vikas Bagariato find out all about their new product and marketing plan.
And now, there’s finally a brand that is challenging these decades-old advertising customs with its tagline and brand philosophy. Pee Safe has launched a razor brand FURR that aims to remind women that shaving bodies should be a choice. It is the first brand in India that is aiming to normalise body hair through its tagline ‘Let your Furr go or grow.’
Unlike its competitors, FURR’s packaging is clutter-breaking as it doesn’t include a petite, flawless or a fair-skinned woman’s hairless legs covered in pink flowers.
The brand name and tagline was born in-house after Pee Safe conducted an internal research, which is a practice they follow for all their launches. The product name FURR was finalised because the brand wanted to call spade, a spade and put a fun spin to it, so they added an extra R. During their product research phase, they couldn’t help but notice the overwhelming amount of hairless skin in razor advertisements.
Sharing the research methodology, Vikas Bagaria, Founder, Pee Safe said, “The best way to conduct a small, preliminary research is to talk to people around us. We are a women-dominated startup and we have all age groups working with us. It made the perfect audience to understand and get feedback from. Every one of them readily tried out our razors and shared feedback. It’s something we regard highly at Pee Safe. Their responses were 85% positive so we worked on the product a bit more including packaging to appeal to all age groups. Not all jobs/research has to be complicated.”
It was during this internal study that Bagaria made up his mind that they were going to break stigma around personal care and hygiene yet again. He decided that FURR was going to be a brand that advocates body acceptance.
“Big companies have been showing hairless women for hair removal products for ages now. It’s something no one ever paid attention to until we started researching. We found out that no brand ever talks about how body hair is normal. It’s something we’re born with and the notion of women being hairless exists mostly in India more than in foreign countries. We knew then we wanted to be the opposite of all these brands. That is where the tagline originated. Let your furr go or grow, the choice will always be yours. But if you do choose to let it go, then you’ve got us,” said Bagaria.
This isn’t the first time that Pee Safe has challenged industry norms. Last year on Daughter’s day, it had launched a sanitary napkin advertisement featuring a man, reminding us how it is important for fathers to build a comfortable environment for their daughters as they grow up and normalise talking about periods.
And FURR is only getting started. It will slowly start showing body hair in its advertisements as well and really focus on the word ‘choice.’
“We currently show body hair in our ads and we will continue to do so. Our message will always remain simple – Body hair is a personal choice. No brand, man or even another woman can tell you what to do with your body. You wish to grow it, or not, should always be your decision. Don’t feel ashamed because of what society expects you to do. Be true to what you believe in,” said Bagaria.
Over the years, advertisements have portrayed that all women have hairless bodies, which is a version of body shaming and upholding the stereotype as something taboo, dirty or unclean.
We asked Bagaria the reason behind this custom and why brands hesitate from showing body hair in ads. He said, “Since the beginning of time, women have always been told to do things a certain way. The word “beautiful” had a rigid definition that fit extremely few girls/women. That is what Indian ads banked on. They banked on the insecurities that we have subconsciously grown up with. But that is changing now. These definitions are expanding and the younger generation is talking about these issues every day to raise awareness.”
While some people feel empowered by shaving or waxing their bodies, it is their choice to shave or not shave. However, it is often considered that body hair is ‘unhygienic,’ when it is in fact a natural gift and meant to protect us from bacteria. And this is exactly what FURR wants to advocate in its marketing campaigns.
Bagaria said, “We never want to make anyone feel less or insecure about their bodies or hair or skin. We want them to embrace themselves every day. Our aim is to increase positivity across and change our society’s mindset.”
According to Pee Safe, the global hair removal products market is projected to reach $4.94 billion by 2027. In the Asia-Pacific region, Bagaria said that the growth in demand can be attributed to an increase in the population of youth. Apart from meeting this rising demand, Pee Safe wants to ensure that the choice for body hair removal among its women consumers is proactive.
Sharing his overall vision for Pee Safe, Bagaria said, “Our aim is to be a body-positive brand that stands for issues embedded in the society for much longer than us. Everyone deserves to love themselves. We’re just trying to reach as many as possible to teach them the same with our products.”
If a razor brand promoting body-hair love seems contradictory, that's sort of the point. The brand refused to be a part of the culture that makes women feel uncomfortable in their own skin.