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Since its 2016 debut, Fur has made pubic hair maintenance products mainstream, gaining traction in spas, salons, and high-end beauty retailers like Violet Grey. After building early awareness and trust, Fur set its sights on expanding its reach to a broader audience.
We collaborated with Fur to conduct ethnographic interviews with existing and prospective customers nationwide. From these insights, we developed a brand foundation and communications plan to guide Fur’s evolving creative expression and position it for long-term growth.
This evolved brand expression—rooted in real consumer attitudes and cultural relevance—launched in Spring 2019, reinforcing Fur’s role as a leader in destigmatizing intimate self-care.
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Highlights:
Conducted national ethnographic research to uncover customer insights
Developed brand foundation and communications plan to guide creative evolution
Positioned Fur as a leader in inclusive, destigmatized personal care
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Director of Strategy: Gilian Rappaport
Creative Director, Fur: Candice Ralph
CEO and Co-Founder, Fur: Laura Schubert
Co-Founder, Fur: Lillian Tung
