• by Steve McClellan  @mp_mcclellan, January 13, 2021

Italian shave brand Proraso is launching a U.S. marketing campaign called “What’s Next.”

The campaign is anchored by a set of awareness-building  documentary-style videos that share stories showcasing the personal relationships between barbers and clients. Through these films, the brand tries to show that shaving at-home or in a barbers’ chair is more than just a daily routine but rather “a moment of self-reflection.”

According to the shop behind the work, Jump Turn Consulting, the stories are designed to remind consumers that barbers are not only the heart and soul of the men's grooming industry, but they’re also trustworthy experts for their clients.

The films show barbers and clients talking about what’s important, and in so doing reinforce the brand’s core values of tradition, loyalty, respect, comfort, and trust.