Igniting a
Cultural Shift in
India for Venus

The Challenge

Venus India encountered challenges in the India market due to deeply rooted perceptions favoring waxing and creams for hair removal. Generations of women have endorsed these methods, perpetuating the misconception that shaving is harmful. Additionally, the topic of shaving was surrounded by cultural taboo, limiting open discussion.

The Solution

To counter the misconceptions about shaving and create a cultural shift that empowered Indian women to openly discuss the topic, Touchstorm created an authentic, tutorial-style video campaign, featuring top female beauty and self-care influencers to educate viewers about shaving while positioning Venus as the empowered voice of the modern Indian women. The campaign educated viewers on the appropriate use of a Venus, while eliciting positive responses about shaving instead of waxing or creams.

Data-backed Creative Decisions

Through data analysis, Touchstorm identified the top female beauty and self-care influencers with the right reach in India as the best people to represent the brand.

Performance Impact

The campaign delivered 4M impressions and 947,752 organic views at a highly efficient CPV of $0.04. These videos continue to gain organic views today.

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