Braun

Role and Results

I spearheaded research and developed strategic insights for this pitch, ultimately crafting The Cut Above, a creative concept that worked well within the Gear Patrol digital ecosystem while targeting Braun’s best customers at a pivotal moment in cultural history.

While the idea ultimately wasn’t used, it was lauded by stakeholders and remains a concept I’m still very proud of today.

Research and Insights

THE PANDEMIC
Men’s grooming took a modest hit throughout the pandemic with the number of men who said that they groom their facial hair at least once a week dropping by almost 15%.

• 32.9%: Men who claim to have worked from home during the pandemic

• 32.4%: Men who claim the pandemic had a significant effect on their grooming

• 43.3%: Men who saw no change (or positive change) to the monthly earnings

INSIGHT
While there appears to have been a correlation between working from home and the effect on men’s grooming, a decent amount of spending power remains.

MEN’S GROOMING
More and more men are expected to put higher stock into looking good. It’s about self-confidence as much as anything else, and the desire to feel more attractive, more successful, and, increasingly, more youthful.

• $7.54B: Men’s Grooming market size is expected to grow by 2024

INSIGHT
Though men may have experienced a bit of a grooming slump during the pandemic, it’s not that they didn’t want to make themselves more presentable—they just may not have had a reason to. Post-pandemic life will serve as a breakout scenario for men’s grooming.

TRAVEL
Nearly one quarter of Americans who have a travel rewards credit card (23 percent) are saving points or miles to pay for a luxurious or special occasion trip; 17 percent are saving them to pay for an international trip.

• 70%: Americans claiming to plan a leisure trip within the next 12 months

• 47%: American claiming to be planning two or more leisure trips in that span

• 77%: Business travelers agree it’s important to bring back business travel

INSIGHT
Whether for business or for pleasure, Americans are eager to travel, which could spark the boom for men’s grooming.

Strategic Approach

PROBLEM
Braun has low brand awareness in the marketplace as a premium men’s shaving manufacturer.

INSIGHT
Men’s grooming is projected to bounce back post-pandemic with travel acting as the likely catalyst—as evidenced by the fact that men are saving money for the opportunity to get away.

ADVANTAGE
Not only is the Braun Harmonia 2+ a premium men’s shaver, higher end models can hold a charge for up to six weeks, ideal for any man on-the-go.

STRATEGY
Capitalize on The Great Resurgence—the men coming out in droves ready to roam with confidence—by aligning the Braun Harmonia 2+ with premium travel partners, courtesy of Gear Patrol Magazine.