To continue to make grey hair grooming product ‘Just for Men’ relevant to younger guys, we brought our insight - that men were most likely to consult with their Barber about covering up their grey - to life through our strategic social media campaign.

We created a series of credible partnerships with leading Barbers, harnessing their authority and advocacy to gain trust from our likely ‘grey groomers’. The partnership, currently live, has resulted in authentic film

and photography assets which we are using across social platforms including the brand’s Twitter feed (as well as across our Barber network and for online influencers and media). Spending days in Barbers earwigging men’s conversations has been pivotal to this insight-driven campaign which has already resulted in 8% engagement rates vs the 3% when we don’t post content.

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