Print ad: The Art of Shaving: The Art of Shaving Grooming Campaign

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In the first quarter of 2014, The Art of Shaving launched its first ever razor designed specifically for body grooming – a space that previously had not been a focus for the brand. The target was affluent gentlemen in their 20s, 30s and 40s who invest in quality grooming tools for their face – and possibly even their body. Around this same time, Gillette was launching their version of a body grooming razor, and so it was imperative that the work was breakthrough and grabbed the attention of the men TAOS was trying to reach. The objective was to get these men to consider The Art of Shaving for all of their body grooming needs.

The concept was simple in the way it approached this product launch. Inherent to the Brand is an element of wit, and this concept had it – a clever headline paired with an attention-grabbing visual that worked to demonstrate the new areas that this razor could conquer.

The original execution was intended for in-store only, but when the client saw the work they knew it also had a role in social media.
In store went up first, but results are inconclusive given this was only recently posted.