MIAMI — The Art of Shaving, a Procter & Gamble brand, has introduced a follow-up campaign to its "The Brotherhood of Shaving" campaign, which shows off the individual lifestyle approaches to a man's daily shaving ritual.
The new campaign, which coincides with the celebration of the brand's 15th anniversary, shows off six distinct shaving personalities — including the gentleman shaver, the old soul, the shaving savant, the reformed troglodyte, the ambassador of smooth and the incurable romantic — which are designed to provide an "entertaining insight into men's individual grooming rituals and lifestyle behavior," the brand said.
In addition to appearances in print, including G.Q., Details, Men's Health, Esquire and Out magazines, along with outdoor ads, the campaign also includes three short films that highlight the personalities of the gentleman shaver, the reformed troglodyte and the ambassador of smooth. The content was designed to engage the brand's social media following in partnership with its Facebook page and Esquire.com.
"The Art of Shaving clients are united by their enthusiastic appreciation for the artistry of a traditional barber shave," The Art of Shaving spokesman Damon Jones said. "We believe that this brotherhood of like-minded men will enjoy identifying with the six characters represented in this highly-engaging advertising campaign. Adding a dynamic digital component allows fans to share videos with their personal networks, enabling The Art of Shaving to build a greater level of engagement with our consumers."