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Sexual wellness, body-hair grooming, weed… It’s not easy marketing in taboo industries (especially on social). If you’re up for the challenge, keep these tips in mind:
- Embrace creativity and risk. Playing it safe doesn’t get you noticed. Brands in provocative categories have the opportunity to generate a little more buzz than your average brand. Lean into bold, breakthrough moments that feel authentic and aligned with your brand’s core values.
- Use multiple channels to your advantage. Social platforms often restrict products related to adult wellness or grooming, which is particularly frustrating for DTC brands that rely on the social channel. That’s why it’s crucial to take a multifaceted, omni-channel approach that includes email marketing, influencer collabs, and other creative offline strategies.
- Partner authentically. This applies to both influencer collabs and larger brand or celebrity partnerships. Consumers can easily detect when something feels forced or out of place, especially when the content relates to personal or controversial subjects. Working with influencers who have a track record of discussing these topics thoughtfully and respectfully can build trust and engage audiences more effectively.
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