In a growing trend of marketers trying to reach young men, Wahl, maker of hair trimmers and clippers, is appealing to their individual styles as a way to generate interest in its products.
Noting that many men (62% of them, according to the company) wear facial hair at some point during the year, Wahl is launching a national tour to offer free trims and shaves for men, hands-on experience with Wahl clippers and tips and tricks to achieve the look at home.
“The goal is to help educate guys that with a little effort and the proper grooming tools they can achieve a look that not only is attractive, but is their personal style, company representative Lauren Lazzara, tells Marketing Daily. “Trends and styles are always changing, and guys are looking to sport a variety of them. But we’ve found that many of them don’t know where to start or how to do it.”
At the stops along the tour (which the company has christened the “Face the Day” tour rather than alienate the 38% of men who don’t sport facial hair), men can also enter the company’s Man of the Year facial hair face-off. The contest pits men’s facial hair styles against each other in a quest to win $1,000 and a variety of Wahl products.
“It’s a way to recognize guys who have exceptional grooming habits,” Lazzara says. Men not on the tour stops who have the desire to enter the contest can do so online at Wahlnation.com. The website also offers grooming tips, tricks and styles as well, she says.
Wahl is the latest in a growing number of marketers using the idea of expressing one’s “individual style” as a way to attract young men. Last week, Men’s Wearhouse launched a television and online campaign that targets young men by showing the many different looks they can achieve through the retailer’s various offerings. Last month, Philips Norelco began a campaign celebrating “playoff beards,” the tradition of athletes (in particular hockey players) to forego shaving until they’re eliminated from the playoffs.