PURE CHEMISTRY
CAMPAIGN // SPRING 21 LINGERIE - NICHE BRAND CASE STUDY
SUMMARY
Pure Chemistry is a fun, flirty Indian Bridal lingerie brand who wanted to raise awareness of their new Bridal collection’s unique USP - a bespoke sari or kimono to complement the lingerie set. The Inside BIBI team pooled together their expertise to create an exclusive, daring shoot with Bollywood actress and supermodel Elena Fernandes, showing the versatility of the saris and kimonos with different draping styles. Launching on Valentine’s Day, the campaign was shared widely on social media, helping to bring the Pure Chemistry brand front of mind for brides-to-be who were looking for something special to complete their Asian bridal trousseau.
BACKGROUND & CHALLENGE
Pure Chemistry are a unique brand who are the first to specialise in Indian Bridal lingerie in the UK. Their unique selling point is bridal lingerie that alludes to South Asian heritage, in luxurious materials with ruby red and champagne gold colourways, with the added touch of a beautifully - hand crafted matching sari or kimono.
Our in-depth knowledge of the bridal shopping experience showed that most brides are focussed on their day-time wedding outfit and what their guests will see, without much consideration for what they wear underneath. This presented a challenge for Pure Chemistry, as most brides saw lingerie shopping as secondary to their main outfit, and many were not even aware that an Indian Bridal lingerie brand existed.
Pure Chemistry wanted to raise awareness of their brand and their new Indian Bridal collection, and show that Indian Bridal lingerie can be both fun and sensual, and complement their day-time wedding outfit.
HOW WE DID IT
We wanted to showcase the niche of Pure Chemistry’s bridal collection- the matching sari or kimono that comes with each set, and how these can be styled in a variety of ways to complement the lingerie. As a brand who are bold and daring in their creation process, we wanted their portfolio to mirror this.
Elena Fernandes, a supermodel, influencer, and actress, was chosen as the perfect muse for this campaign due to her wealth of lingerie modelling experience, fun and fearless attitude, and ability to resonate with the modern South Asian bride.
The campaign was shot over the course of the day, pooling together creatives from our exclusive roster of Inside BIBI Friends, including renowned photographer OMJ, talented hair and make-up artist Shabana Yousaf and creative direction and styling by the esteemed Anisha Vasani. Together we created a fun and flirty shoot environment, playing about with different and daring draping styles - no shyness here!
Knowing that lingerie sales spike in February, we picked Valentine’s Day as the natural, no-brainer date to launch the campaign on our chosen social media platforms.
RESULTS
Elena Fernandes amplified the campaign by sharing the shots on her social media, with a phenomenal following of 688k on Instagram and 43k fans on TikTok, generating hundreds of new leads for Pure Chemistry and successfully building their brand awareness and consideration amongst the modern South Asian bride.
Let’s create something! Choose from one of the packages below to get started!
ADD SOCIAL BOLT ON STARTING FROM £150
We’ll capture behind the scenes images, footage and create 1 Reels/Tik Toks throughout your shoot combining all your looks.