Don’t be fooled — men care about their hair. (Why else is there so much concern over losing it?). But they view the idea of “styling” it every day as a hassle, with no real benefit.
Working from research that shows that nearly two-thirds of men never style their hair (or only do so for special occasions), Unilever’s Axe brand has enlisted 30 male “influencers” from the world of food, sport, music, technology, and entertainment to show off their styling tips.
Collectively dubbed the “Axe Hair Creators” this team will demonstrate how styling has been an important part of their success.
“We know that our 'Axe guy' trusts influencers as one source for trend and product information — specifically influencers who reflect what he is passionate about,” Piyush Jain, Unilever VP of Hair Care, tells Marketing Daily. “This is the first time male influencers from all different walks of life are coming together to inspire guys to start styling, and ... we’re excited to be leading this charge.”
Throughout the month of March, the Hair Creators — whose members include Rudy Mancuso, Josh Peck, Josh Elkin, Tyler Ward, Brodie Smith, and The Brunch Boys — will show off their styling tips via co-created “Instagroom” videos. They will also each take over Axe's official Instagram page to answer consumers’ styling questions (with the assistance of Axe Hair’s “master barber” Pedro Rosario.
In addition, the brand will offer its own tips via its own digital content hub, www.instagroom.com/stylehacks. The site will feature a three-step quiz to lead consumers to the style that suits them best, along with product recommendations, styling tips and video content. Beyond the month-long commitment, the “Hair Creators” will roll-out additional content over the next six months, Jain says.