#UNTYPE campaign - Influencer led, digitally driven

The Beauty Co., a premium women’s grooming brand concluded the year with their campaign #UNTYPE that garnered a reach of 10.3 million with just a short burst of 12 days.  The objective of this campaign was to encourage everyone to ostracize the stereotypical beauty standards and embrace themselves. They came up with a positive campaign shunning societal practices, a campaign that aims to break the conventional and idealistic standards set over the decades.

The activity initiated in the month of December 2019. #Untype was completely driven by influencers who each stepped forward in support of this initiative with a proclamation of self-love, acceptance,and diversity. Spanning over 12 days, it saw an exponential reach of over 10.3 million on social media. Common people on social media joined in the campaign and came forward expressing their insecurities. There were over 200 people who shared the video on social media. It was spearheaded by 90 influencers, who took it upon themselves to be the voice of the voiceless. The influencers were chosen from across different walks of life and included names like Ashish Bhatia, Ridhi Dogra, Anmol Rodriguez, Meena Gheewala, Naaz Joshi, Anwesh Sahoo Sushant Digvikar, Kinjal Bhanushali

The campaign was a success reaching 10.3 million users, clocked 25 million impressions, delivered 273.3 k engagements and 278.6 k interactions.

Suraj Vazirani, Founder & CEO of The Beauty Co said, “With the theme that beauty is inclusive, we wanted to serve a bigger purpose than just selling our products. We wanted to have a heart-to-heart conversation with people about feeling beautiful in their own skin. And to let them know that we find them beautiful, regardless of their shape, size, color, gender & sexuality. Through this campaign, we wanted to talk about breaking ‘types’ and embracing our true selves with love & confidence. Let’s not fall under any type. It’s time to #UnType”