From taboo to trust: The power of social media in building intimate wellness brands in India

Abstract

This case demonstrates the technological capabilities of social media and digital platforms in effectively marketing taboo products. From the perspective of Neom, the chief marketing officer of a newly launched intimate wellness company, the case delves into the strategic decision on the right approach to market the company’s intimate wellness products without disrespecting the stringent sociocultural norms of India. The case emphasizes the various capabilities of social media platforms, including personalization and recommendation, user-generated content, community engagement, vernacular and voice search, anonymity, and perceived distance that intimate wellness companies can utilize for effective marketing. The case delves deeper into various roadblocks of social media platforms, such as content moderation and regulatory scrutiny, privacy concerns, misinformation, content fatigue, and rising advertising costs, which can create roadblocks for intimate wellness companies. The case examines the strategic use of influencers and highlights how content enables brands to educate, engage, and empower consumers. Overall, this case helps business students understand the technological and sociocultural dynamics for a product category with many cultural and legal restraints.