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Behind the Work

The Hair Necessities 

The Hair Necessities 

Havas Global Comms

Havas Global Comms

December 1, 2020

An impactful barber shop activation by Havas Sports & Entertainment Australia gave guys a sprucing up as they emerged from lockdown and shined a light on men’s health.

"The activation itself encourages Australian men keep their facial hair neatly groomed and use the power of the moustache to start conversations that matter"

Here, Sam Norris, Account Manager at Havas Sports & Entertainment Australia, explores the creative behind the launch of the King C. Gillette Barber Shop and how the Bondi Beach pop-uallowed the brand to connect with men in a meaningful way.  

 

Tell us about the King C. Gillette Barber Shop and the creative behind the activation. 

At the start of 2020, Gillette launched a new facial haircare brand for men worldwide – King C. Gillette. In Australia, the product was set to launch in retail outlets nationwide, but the Gillette local team wanted to run a campaign that would build the brand outside of the shopping aisles and connect with Australian men in a meaningful way. We were tasked to deliver a high impact campaign that increased brand awareness and affinity, ultimately driving product sales in store.  

Mid-way through planning, the global coronavirus pandemic hit, forcing Australians into lockdown. The resulting Havas Covid-19 Meaningful Brands study told us that consumers desired human connection and physical experiences during this time more than ever. Wider research also demonstrated that an increasing number of men were growing facial hair but lacked knowledge and understanding of how best to groom it.  So, as soon as it was safe to do so, we launched the King C. Gillette Barber Shop – a unique pop-up grooming destination and the first of its kind in Australia, overlooking Sydney’s iconic Bondi Beach. We went live during the month of November, showcasing the product range and offering free beard care and grooming education from our team of master barbers, in a fully Covid-19 safe environment.  

What was involved in organising the pop-up? How did you navigate social distancing? 

Months of planning went into organising the pop-up, including securing a suitable location, liaising with local councils for various permits and producing the fit-out to both meet the campaign objectives and ensure a Covid-19 safe environment.  

We created an experience that was unique and personalised for the individual, meaning consumers were encouraged to attend alone or with a friend, rather than in bigger groups. The floor plan was carefully considered to meet social distancing guidelines, and we mitigated risk by predicting traffic flow, reducing queuing, offering contactless booking and check-in and displaying clear signage throughout the space. Staff were highly trained in Covid-19 safe practices and monitored the live activation. 

"We wanted to run a campaign that would build the brand outside of the shopping aisles and connect with Australian men in a meaningful way"

The pop-up doubled up as a content studio and social media influencer hub! Why was this so important to the activation’s success? 

We used the venue as a content studio and social influencer hub as a way of reaching those that could not attend the activation in person, particularly due to Covid-19 restrictions. Utilising a variety of local influencers through the barber shop, such as Tim Robards (Ex Bachelor & Australian celebrity living in Bondi). This was important to the activation’s success as it meant the experience could be shared with Australian men far and wide, well beyond Bondi Beach. The powerful suite of digital content was key to highlighting the King C. Gillette proposition and key product messaging to this broader audience.  

The activation has been highly commended! Why do you think it attracted such attention? 

The detailed and bespoke build and fit-out created a luxurious and positive experience for customers in a very uncertain time for many people. There have been minimal live activations this year throughout Australia and globally, due to lockdowns and strict social distancing restrictions. By identifying what was important for Australian men during the pandemic and adapting to circumstance, we were able to deliver a truly meaningful and successful campaign. The activation generated a large amount of earned PR and Industry Press coverage, such as, Boss Hunting, B&T and even retail publications picking it up because the fit out was that good. There was also a very high demand from the public, with all shave appointments booking out and over 115,000 unique individual views of the barber shop in Bondi Beach. 

Why are partnerships like this one with Movember so important for Gillette? 

We went live during the month of Movember, in support of Gillette’s long-standing partnership with The Movember Foundation, which is now in its third year. The partnership showcases Gillette’s commitment to Movember and the brand’s work towards mental health, suicide prevention, prostate cancer, and testicular cancer. The activation itself encourages Australian men keep their facial hair neatly groomed and use the power of the moustache to start conversations that matter. 

Did your team avail of some expert grooming at the shop? 

The men in our team certainly picked up some grooming tips along the way! It was great to see the barbers in action and watch the authentic and personalised experience we created for customers come to life. 

"The activation itself encourages Australian men keep their facial hair neatly groomed and use the power of the moustache to start conversations that matter"

Here, Sam Norris, Account Manager at Havas Sports & Entertainment Australia, explores the creative behind the launch of the King C. Gillette Barber Shop and how the Bondi Beach pop-uallowed the brand to connect with men in a meaningful way.  

 

Tell us about the King C. Gillette Barber Shop and the creative behind the activation. 

At the start of 2020, Gillette launched a new facial haircare brand for men worldwide – King C. Gillette. In Australia, the product was set to launch in retail outlets nationwide, but the Gillette local team wanted to run a campaign that would build the brand outside of the shopping aisles and connect with Australian men in a meaningful way. We were tasked to deliver a high impact campaign that increased brand awareness and affinity, ultimately driving product sales in store.  

Mid-way through planning, the global coronavirus pandemic hit, forcing Australians into lockdown. The resulting Havas Covid-19 Meaningful Brands study told us that consumers desired human connection and physical experiences during this time more than ever. Wider research also demonstrated that an increasing number of men were growing facial hair but lacked knowledge and understanding of how best to groom it.  So, as soon as it was safe to do so, we launched the King C. Gillette Barber Shop – a unique pop-up grooming destination and the first of its kind in Australia, overlooking Sydney’s iconic Bondi Beach. We went live during the month of November, showcasing the product range and offering free beard care and grooming education from our team of master barbers, in a fully Covid-19 safe environment.  

What was involved in organising the pop-up? How did you navigate social distancing? 

Months of planning went into organising the pop-up, including securing a suitable location, liaising with local councils for various permits and producing the fit-out to both meet the campaign objectives and ensure a Covid-19 safe environment.  

We created an experience that was unique and personalised for the individual, meaning consumers were encouraged to attend alone or with a friend, rather than in bigger groups. The floor plan was carefully considered to meet social distancing guidelines, and we mitigated risk by predicting traffic flow, reducing queuing, offering contactless booking and check-in and displaying clear signage throughout the space. Staff were highly trained in Covid-19 safe practices and monitored the live activation. 

"We wanted to run a campaign that would build the brand outside of the shopping aisles and connect with Australian men in a meaningful way"

The pop-up doubled up as a content studio and social media influencer hub! Why was this so important to the activation’s success? 

We used the venue as a content studio and social influencer hub as a way of reaching those that could not attend the activation in person, particularly due to Covid-19 restrictions. Utilising a variety of local influencers through the barber shop, such as Tim Robards (Ex Bachelor & Australian celebrity living in Bondi). This was important to the activation’s success as it meant the experience could be shared with Australian men far and wide, well beyond Bondi Beach. The powerful suite of digital content was key to highlighting the King C. Gillette proposition and key product messaging to this broader audience.  

The activation has been highly commended! Why do you think it attracted such attention? 

The detailed and bespoke build and fit-out created a luxurious and positive experience for customers in a very uncertain time for many people. There have been minimal live activations this year throughout Australia and globally, due to lockdowns and strict social distancing restrictions. By identifying what was important for Australian men during the pandemic and adapting to circumstance, we were able to deliver a truly meaningful and successful campaign. The activation generated a large amount of earned PR and Industry Press coverage, such as, Boss Hunting, B&T and even retail publications picking it up because the fit out was that good. There was also a very high demand from the public, with all shave appointments booking out and over 115,000 unique individual views of the barber shop in Bondi Beach. 

Why are partnerships like this one with Movember so important for Gillette? 

We went live during the month of Movember, in support of Gillette’s long-standing partnership with The Movember Foundation, which is now in its third year. The partnership showcases Gillette’s commitment to Movember and the brand’s work towards mental health, suicide prevention, prostate cancer, and testicular cancer. The activation itself encourages Australian men keep their facial hair neatly groomed and use the power of the moustache to start conversations that matter. 

Did your team avail of some expert grooming at the shop? 

The men in our team certainly picked up some grooming tips along the way! It was great to see the barbers in action and watch the authentic and personalised experience we created for customers come to life. 

One of the world’s largest global communications groups, Havas is committed to creating a meaningful difference to brands, businesses, and people.

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