A Sneak Peek Into Fur’s Social Media Strategy
By: Carli Evilsizer | July, 2019
If you’ve never come across Fur, you might initially be a little shocked to learn they are a startup that creates skincare and haircare for ‘up top, down there, and everywhere in between’. This taboo-breaking brand is on a mission to create a more inclusive definition of beauty and has received tons of positive reviews from beauty editors at Glamour, Vogue and many more.
We love that Fur is a female-founded startup and they’ve created more than just a beautiful brand and great products - they are also promoting body positivity and inclusivity. We’ve been following them on Instagram for awhile now and recently chatted with Sara Jane Emmons, the Associate Manager of Brand Development at Fur about their inspiring social media accounts.
Keep reading to learn how Sara Jane translates the Fur brand mission to social media, the type of content she loves to post and what it’s like to be a taboo-breaking startup on social media!
Sara Jane Emmons, Associate Manager, Brand Development of Fur, Talks Social, Social, Social
Wherever you fall on the spectrum of bare to full, Fur provides natural care to hydrate skin, soften hair, and eradicate ingrowns from head to toe. We believe in a more inclusive definition of beauty, whether you think the bush is back or skin is in. That's why we created effective, simple, clean, and inclusive products for places you used to only whisper about and everywhere in between. Welcome to the new era of body care.
Sara Jane Emmons
Associate Manager, Brand Development at Fur
Sara Jane has worked at Fur for three years, starting as a marketing intern and now as a full-time employee. She lives in Alphabet City.
1. What is Fur?
Fur is the first natural skincare and haircare brand dedicated to body hair.
2. I love the Fur branding! Can you tell me more about the branding process?
For so long in the body care market, all the products were both hair removal-centric and very stereotypically “feminine”, e.g. floral scents and pink packaging—almost juvenile in a way. So we wanted Fur to stand in opposition to that by keeping our packaging simple and more gender-neutral in aesthetic. We also make a point to keep our language straightforward without being condescending, by avoiding euphemisms and just using terms like pubic hair. We’re the only brand that’s meant for pubic hair with the word “pubic” actually on the packaging.
3. How would you describe the Fur brand ‘persona’?
I wouldn’t say the Fur brand has one “persona” so to speak, because we sell products that are inclusive to all genders, skin types, and hair types. I would say that in terms of brand tone, we always try to be frank and understated. We do try to keep things lighthearted, because we’re dealing with a taboo subject that naturally makes people uncomfortable and we want to make our brand pages feel like a safe space to discuss.
4. How do you translate the Fur’s brand mission to social media?
Social media feels like a natural platform for Fur, in large part because our mission is so conversation oriented and social media is a great place for people to coalesce. Our Instagram in particular is a great way to get in touch with our community—we answer every DM, every comment, and every picture that we’re tagged in, so we’re able to listen and learn about people’s needs and continue to serve those needs as a brand.
5. What has been the most successful thing you’ve done for Fur’s social media?
We recently got together with other brands to take a stance against the recent abortion bans and took out a spread in the New York Times. We followed up with that by posting to our Instagram, and pledged to donate $1 to the Yellowhammer Fund for every like or comment on the post. That was one of the best ways we’ve gotten to use our social media and overall platform—it was such an amazing feeling to not only come together with the brands in the NYT spread, but to have so much support from our online community.
6. How did you begin building a social media strategy for Fur?
To be honest, with the algorithm a total crapshoot these days, the only strategy is just to continue to be as authentic as possible. I try to balance out the funny content, educational content, and inspirational, moodboard-y content so that it’s all one big cohesive identity.
7. There are so many beauty brands on social media… How do you ensure Fur stands out?
I think Fur naturally stands out based on our product line. Sure, there are a lot of beauty brands online, but there aren’t many that talk about pubic hair and skin as candidly. I think in that regard Fur stands out to people as a breath of fresh air online—we’re not talking about perfection or beauty, we’re talking about what it means to be comfortable in your own hair and skin, and about breaking the stigma that fosters unnecessary shame. I don’t think that’s as talked about, especially in regards to pubic hair, when that conversation has been so stifled because of the taboo.
8. What type of content performs the best and the worst on Fur’s Instagram?
I’m always surprised and entertained by our best performing Instagrams. I think our best post is a photo of a sphinx cat taking a bath? People love the unexpected.
9. How do you create or find content to post?
Everywhere—I’m just as inspired by vintage bathrooms of the ‘80s as I am by memes.
10. How do you approach influencer marketing?
It really is such a tricky thing. I think our most successful efforts have been because we’ve found people who actually do like our brand and stand behind our mission, and those people have talked about us authentically.
11. Has Fur ever created a product based on customer feedback via social media?
Absolutely! Silk Scrub, Fur’s first exfoliator, was based on a poll we sent out to our followers and email list.
12. As a taboo-breaking brand, have you had to deal with negative comments?
Often people feel negative about Fur because they’re uncomfortable talking about pubic hair. We try to be as educational as possible, and as welcoming as we can, but at a certain point if a comment is troll-y or just offensive, we have to delete it.
13. What marketing advice would you give to a new beauty brand?
People can tell when you’re being inauthentic! Don’t try so hard to be “trendy,” because it can easily turn corny. Just make a product that works and talk about it honestly. People will appreciate that more than anything else.
14. What’s the most surprising thing you’ve learned?
I’ve been very surprised by the world of digital advertising on social media. It’s something that can really help a brand, but it’s also a byzantine world full of weird rules and restrictions on what you can display. As a “taboo” brand, it’s been a real learning experience navigating that.
15. What is your favorite thing about working at Fur?
We’re a pretty small team, so I’ve been lucky to be given a lot of experiences I wouldn’t normally have at this stage in my career. I’ve really loved being on set for video and photoshoots, but I also have a great time responding to people’s DMs on the Fur Instagram and having conversations with our community! Recently though, we got a budget for snacks, so getting to eat Cheez-Its at all hours of the day has been a huge bonus.
Fur is one of the those startups that is doing social media properly; they might be a taboo-breaking brand, but they manage to post beautiful, inspiring content while staying authentic and relatable.
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