Post Thumb

Super Smelly, the personal care brand for GenZ, has launched its #SuperGenZ campaign. The social media campaign aims at providing not just the information and knowledge needed to ace personal care regimes for teens, tweens, and young adults but also build brand awareness. The idea is to become the voice of GenZ, be the wind beneath their wings and enable them to enjoy the best years of their lives — without any personal care woes!

The campaign:

As an audience, GenZ has unique patterns when it comes to content consumption, and needs to be wowed with relatable and engaging campaigns that are worth their time. Considering this, Super Smelly is utilising several social media activations such as posts around GenZlingo, GIFs/videos around awkward teenage moments, influencer collaborations, fun photoshoots, live sessions, and more. The campaign was launched in the first week of September and will run till the end of the year.

To celebrate the distinctive festive spirit and ideologies of GenZ, Super Smelly is launching a #GenZWaliDiwali campaign under the #SuperGenZ umbrella. This generation is more sensitive towards animals and the environment, which makes cracker-burning out of question. They believe in diversity and do not assign religion to the festival. For them, Diwali is about bonding with their friends and family, and celebrating by indulging in home décor and house parties. #GenZWaliDiwali will, then, highlight the new definition of festivals through a series of social media activations and videos.

Super Smelly believes in associating with just popular influencers and end-users, who are a part of their co-creation process — whether it be the products that are conceptualised with regular feedback from the GenZ, the designing that has to be convincing enough for them or the campaigns that must ultimately be appealing to them. With more than 200 GenZ on board, talking about the products, campaign, and brand, Super Smelly expects a reach of three million through these campaigns.

Dipali Mathur Dayal and Milan Sharma, Co-Founders of Super Smelly, said, “Teenage years are usually a roller coaster ride spent balancing studies, social life, newfound freedom, dates, career, and gushing hormones. While it’s already a lot to handle, personal care issues such as skin troubles, body odour, hair problems add to the commotion. Young adults are at the stage where they are just discovering what works for them. Our motto behind saying, “Not for DadZ, Not for KidZ, Super Smelly is for GenZ” is to spread awareness that the GenZ have their own go-to product brand with its toxin-free product range, which helps them without having to worry about their personal care issues — and this is what #SuperGenZ is all about.”

The brand is clocking 70% month-on-month sales growth, and is planning an expansion to Canada and Dubai through Amazon by the end of the year. In October 2019, Super Smelly raised an undisclosed amount from Singapore-based Lyte Investment Bank and other angels, and is well on its way to achieving its goal of creating a healthier future for the present generation.