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.
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