BEAUTY CARE

Wahl extends ‘Real Guys, Real Grooming’ campaign

BY Antoinette Alexander

STERLING, Il. — Wahl, a manufacturer of men’s hair clippers and trimmers, is expanding its Real Guys, Real Grooming campaign, which is a series of documentary-style ads and videos that show how real guys groom, and features the story of minor league baseball team LumberKings.

"Response about the campaign has been phenomenal," stated Steve Yde, marketing director for Wahl Clipper. "Wahl is and always has been about real guys. The LumberKings are an exciting story because they resonate with anyone out there who can appreciate working hard to get what you want. That’s what this campaign is about — working hard and looking your best along the way because in life, every day is game day."

The evolution of Wahl’s Real Guys, Real Grooming campaign includes a new 30-second ad and three new videos that focus on success on and off the field.

The videos include:

  • "No Off Season," which follows three players — catcher Tyler Marlette, pitcher Tyler Pike and outfielder Jabari Henry (who has moved to the High Desert Mavericks) — as they train in their hometowns and prepare for next season;
  • "Game Face," which looks behind-the-scenes at what it takes to prepare the field and players for a game and series; and
  • "Healthy Cut," which shows the softer side by capturing seven of the LumberKings players and coaches shaving their heads to raise money for St. Baldricks and childhood cancer research.

Produced by advertising agency HY Connect, the Real Guys, Real Grooming campaign won a 2013 New Media Award from the New Media Institute. The award recognizes the campaign based on its innovative approach as well as its content and design.

In addition to demonstrating how real guys get ready every day, Wahl’s Lithium Ion grooming tools (hair clippers and facial hair trimmers) are featured in the campaign.

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BEAUTY CARE

Target expands Beauty Concierge program to nearly 100 stores

BY Alaric DeArment

MINNEAPOLIS — Target has expanded its Beauty Concierge program in three metropolitan areas across the country, the mass-merchandise retailer said Wednesday.

The company said it implemented the program at 95 stores in New York and New Jersey, the San Francisco Bay Area and Dallas-Fort Worth. Stores are staffed with a beauty concierge, a specially trained, brand-agnostic assistant who answers customers’ questions in the store and provides personalized, detailed and unbiased information about beauty and personal care products.

"We’re thrilled with the early success of the Beauty Concierge program and its expansion to more markets across the country," Target VP beauty and personal care Christina Hennington said. "This uniquely Target program helps guests receive the friendly, personalized guidance they want while purchasing trusted national brands and must-have exclusives at affordable prices."

The program was originally tested in the Chicago market last summer and subsequently launched at stores in Los Angeles, Washington, Baltimore, Minneapolis, Orange County, Calif., and northern Virginia. The program is now available in nearly 300 stores across the country.

 

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P&G’s Head & Shoulders, Veterans of Foreign Wars partner for ‘Mane Event’

BY Antoinette Alexander

CINCINNATI — During the past five football seasons, Head & Shoulders, the official shampoo of the National Football League, has gone to great lengths to celebrate "Mane Man" Troy Polamalu’s legendary locks, from insuring his hair for $1 million to immortalizing it in wax. After growing his infamous mane for more than 11 years and using Head & Shoulders along the way, Polamalu participated in a ceremonial haircut Tuesday during The “VFW Mane Event” at Heinz Field in Pittsburgh.

Troy Polamalu receiving a ceremonial haircut during the VFW Mane Event at Heinz Field. (Photo: Business Wire)

“This ceremonial haircut is nothing compared to what our veterans have done for our country,” Polamalu stated. “I’m happy to part with a lock of hair in support of the VFW, and thankful that Head & Shoulders is supporting the event as well. They’ve kept my hair strong and healthy for a long time.”

Prior to the cut, his hair was prepped with Head & Shoulders For Men. Veterans then cut a lock of his hair, which the VFW plans to auction at a later date to benefit the organization.

“We are proud to be partnering with Troy as he celebrates his fifth season as a Head & Shoulders ‘Mane Man,’” Tom Duncan, North America brand manager of Head & Shoulders at Procter & Gamble said. “This season, we’re excited to partner with both the VFW and Troy to support the men and women of our armed forces. After working with Troy and his iconic hair for the past five years, we are thrilled to support his first haircut in over 11 years.”

 

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