Your Beard is Our Trade

We helped Gillette embark on a paradigm shift away from their core of shaving to launch a new brand entirely dedicated to beard care, that leveraged their heritage but delivered what the modern, beard-wearing man needs. King C. Gillette was born. Today, nearly 60% of men avoid shaving, the main factor in Gillette's an $8 billion dollar write down of their shaving business in 2019

We developed a robust organic social presence, as well as a flight of over 100 paid social assets. We also created a digital content series with influencer barbers that spoke to a variety of different facial hair textures and types, making sure that every guy could resonate with the King C. Gillette lineup. We developed content around the insight that while guys are growing beards, they don't feel confident or know how to maintain them.