Beard and Blade Report by Izzy Plummer

BEARD & BLADE

Brand Launch, Marketing and Communications Strategy

Name: Isobel Plummer

Student ID: N0701811

Word Count: 3908

I confirm that this work has gained ethical approval and that I have faithfully observed the terms of the approval in the conduct of this project. Signed (student)..........................................................................................................................................

Chapter 1.

Chapter 5.

Hitting The Ground Running

All About Communications

With a Reliable Methodology

The #PROPERshave Campaign

Making Use of the Website

Getting All Social

Blogging All of the Details

A Little Help From Influencers

As Well As Some Media Coverage

Chapter 2. Proposition

Brand Goals

At the Core

Strong Values

A Clear, Defined Nature

& the Tone to Match

Chapter 3.

Chapter 6. 67

The Big Collaboration

Updates to the Influencers

And to the Media Coverage

Looking to the External Market

Exciting Content

PESTLE

Pop-Up’s With a Bit of a Twist

The Big Influence: Individualisaton

Press Release For Full Coverage

The Big Influence: Global Conscience

Smaller Areas of Interest

A Look At What’s On Offer: Department Store 24 A Look At What’s On Offer: Drug Store

Determining A Solid Positioning

The Major Players

Chapter 4.

Chapter 7. 81

Endless Possibilities

The Road Ahead

Making Sure It’s Feasible

& Keeping Track

REFERENCES

Brand Equity

Consumers

Going Beyond Just Shaving

Nailing the Prices

Market Routes

References

Bibliography

Report Images

Brand Book Images

Appendix Appendix 1: Logo Process

Appendix 2: Blank Survey

Appendix 3: Survey Results

Appendix 4: Focus Group

104

Appendix 5: Consent Forms

107

HITTING THE GROUND RUNNING The aim of this report is to work collaboratively with a furniture and product design student to develop a creative and strategic brand with understanding and considerations of marketing strategy, an integrated multi-channel communications plan and proposed collaboration.

The Objectives to Master

To develop Beard & Bladeâ&#x20AC;&#x2122;s identity and how they can use this to build resonance with consumer groups.

To understand to key demographics and behaviours of the primary and secondary consumer groups and how to reach them effectively whilst ensuring that brand messages are received positively by completing an analysis of consumer insights.

To understand the impact of macro and micro trends on the market environment and take into consideration how various factors may influence brand strategy and where Beard & Blade will fit in the market.

To ensure differentiation from competitors by completing analysis frameworks to give Beard & Blade a strong positioning for optimal success.

To complete a strategic and considered communications plan with use of relevant channels and an integrated approach which is supported by visuals for a further development of brand identity. 02

WITH A RELIABLE Primary A broad range of primary and secondary research has been carried out to gain a clear understanding of the market and consumer needs. Firstly, a shop safari was conducted as part of the primary research, with visits to Boots and John Lewis to provide understanding of the competition and observe interactions. Furthermore, an online survey provided 418 responses which were analysed, giving a strong basis to develop ideas. These respondents were approached through social media, emailing, forums and directly on the street. This is a key strength as it provided broad insight from several sources, delivering accuracy and limited bias. Qualitative primary research allowed a more in-depth exploration into consumer behaviour. For this, a focus group was undertaken with 5 men who were chosen based on fitting demographics and their facial hair style, this offered relevant insight into the opinions of the consumer base. One possible limitation is that the participants all lived around Nottingham, and so geographic factors were not considered as strongly as other elements. The initial survey, reaching people from across the UK, combats this however.

Secondary The secondary research consisted of multiple trustworthy sources including books, articles, journals, social media and databases such as Mintel and WGSN, which provided contextual understanding of the current market and the trends impacting it. Additionally, competitorâ&#x20AC;&#x2122;s websites were studied as a benchmark to come up with ways Beard & Blade can differentiate themselves and compete effectively. Together, these methods ensured the reliable collation of data and research which formed the basis of this report.

METHODOLOGY 03 03

NEXT LEVEL MALE GROOMING

â&#x20AC;&#x153;

To men with beards who value tradition and masculinity, Beard & Blade offers a practical, precise and old school approach to the sculpting and upkeep of facial hair - Proposition

BRAND GOALS Mission To create quality shaving and grooming tools, allowing men to embrace their individuality and express their masculinity through becoming an integral part of their everyday routine.

Vision The vision is to bring the ideas and experiences of a proper shave into more menâ&#x20AC;&#x2122;s lives so they can help beards everywhere be the best they can be. With this Beard & Blade hope to become the go-to brand for traditional shaving tools in the UK.

AT THE CORE Premium Meets Practical This statement is reflected through everything they produce, from products to marketing message, at their core they will always stay true to being a quality focused brand that thinks about the practicalities of what will work in the customerâ&#x20AC;&#x2122;s lifestyle.

STRONG VALUES Masculine Masculinity is the backbone of everything Beard & Blade creates. They were founded on the idea of a true masculine energy and that will never change. Included within this is a sense of pride, strength and ruggedness.

Minimal Minimalism is how Beard & Blade express themselves, it is integral to their brand identity, with focus on simplistic designs that will have a practical application, rather than relying on gimmicks and over the top marketing.

Traditional Beard & Bladeâ&#x20AC;&#x2122;s slogan is â&#x20AC;&#x2DC;Discover a Proper Shaveâ&#x20AC;&#x2122; and their product range encompasses traditional methods, and so this is something that is carried throughout their identity and reason for purchase.

Hand-Crafted The products at Beard & Blade place an importance on the materials used for their appearance and quality, and so this hand-crafted element is central to who they are and is something that will always remain. 08

A CLEAR, DEFINED NATURE

Manly

Rugged, strong & authoritative

Old-School

Refined, proud & timeless

Direct

Straight to the point, no fuss & assertive

They Are...

Honest, bold, realistic, purposeful, calm, positive, down to earth & informed

But They Are Never...

Lazy, full of jargon, indecisive, vague, bossy, exaggerators & condescending

& THE TONE TO MATCH 10

LOOKING TO THE EXTERNAL MARKET

The male grooming market is currently in good standing, with expectations to globally expand “5.2% to $60.7 billion by 2020” (Euromoniter, 2017), whilst in the UK specifically it is “worth 1.7 billion” (Euromoniter, 2017) demonstrating masses of opportunity for brands to grow with strong demand in the relevant markets. It is also noted that “Asia Pacific represents the highest growth market” (WGSN, 2018) whilst “China, Brazil, India and Africa are four emerging markets to watch” (WGSN, 2017) which should be taken into consideration as Beard & Blade develop. Encompassed within the market there are several categories contributing to the success, at the highest value sits ‘men’s toiletries’, while the ‘shaving products’ category, which the brand will be primarily entering, is third with projection to reach “$18.1 billion by 2020” (Fung Global Retail and Technology, n.d.) demonstrating strong category health, with prospects also available in larger categories.

To successfully take advantage of the healthy environment, Beard & Blade will need to understand the driving forces and how the consumer is interacting. This includes how “the population of men aged 25-44 is set to rise in the period 2017 to 2022” (Mintel, 2018) showing the reason behind the ample opportunities presenting themselves, whilst demographic behaviour also illustrates that “26% of men who shave have also indicated that they are shaving more over the last year” (Mintel, 2016). For these consumers, the online environment is effecting their interactions, as “40% of men aged 18-34 would ideally buy everything online” (WGSN, 2017) which is confirmed by how internet sales “are rising for the male demographic, having now reached $342 million per year” (WGSN, 2017). However, bricks and mortar stores are still integral “accounting for 80% of revenue” (WGSN, 2018). Overall, Beard & Blade need to take drivers into consideration to successfully enter the market, this will further be explored through analysing wider factors impacting the environment.

2015

2020 23.9 Toiletries 18.7 Fragrances

17.5 Toiletries 14.8 Fragrances

14.9 Shaving

18.1 Shaving

(Fung Global Retail and Technology, n.d.)

The Global Male Grooming Market

POLITICAL Spending in the hair removal sector is likely to see little impact from Brexit, with hair removal remaining an essential part of personal grooming regimes (Mintel, 2016), therefore this is not something Beard & Blade will have to be too concerened about. However, they will need to consider how they conduct themselves during political debates such as this within society, as if the brand puts itself out there in support of a cause then this can easily backfire and lead to a loss in consumers who do not agree, for example New Balance’s alliance with President Trump lead to boycotting (Weekend Edition Saturday, 2016). Beard & Blade will also need to be aware of and consider different taxes and currencies affecting profit margins, if they are to expand geographically, as they are subject to fluctuate and so revenue is not always stable or guaranteed and they will need to adjust accordingly.

ECONOMICAL Rising employment levels is a positive for BPC categories; early mornings are the most popular time for conducting the majority of beauty and grooming tasks as adults prepare to face the day ahead, whilst evening routines could be promoted as a way to de-stress. (Mintel, 2017) This means that Beard & Blade have the opportunity to focus on attractiveness as an outcome of using products, or else professionalism as despite “economic certainty and potential recession loom[ing] across Britain, male grooming shows itself to be a robust sector. The competitive nature of men makes grooming and essential part of maintaining respect in the workplace, or in securing work during interviews (WGSN, 2016). On the flip side of this, Beard & Blade are aslo presented with “a growing culture of more flexible working schedules, including the continued roll-out of ‘work-from-home’ schemes, [which] could result in people focusing more on basic, hygeine activities than on tasks that are arguable less essential” (Mintel, 2017), demonstrating the need for essentials rather than extravagent ranges.

SOCIAL “Almost three quarters of adults agree that looking good makes them feel more confident, underlining the popularity of performing most grooming tasks in the morning” (Mintel, 2017) shows that appearance and well-being relate concerns are high on the interest. As well as this “selfies contribute to appearance concerns and drive a greater focus on conducting multiple beauty and grooming tasks by young adults” (Mintel, 2017) shows further that appearance related concerns are a big influincing factor within the category and exploring ways of using this is a big opportunity for Beard & Blade, whilst also understanding that selfies as a driving force is something to take notice of and potentially implement within their strategy. However, they will need to understand the macro environment surrounding this and the trends having impact.

13 13

TECHNOLOGICAL Beard & Blade will need to keep up with technological advances to best reach the consumer, as “The ease with which users can upload and share images through sites such as Facebook, Snapchat and Instagram, and brands can engage with their consumers, is having a growing influence, accelerating awareness of new products and trends, but also encouraging the creation and sharing of selfies that demand a greater focus on appearance” (Mintel, 2017). Meaning, the brand will need to engage online with knowledge of motivations and in order to relate effectively. More particularly, the Beard & Blade consumer is online frequently as “Men prefer to shop online rather than in physical stores, and choose to make purchases on their smartphones more than women (WGSN, 2017) because “men see something that they like and go to buy it straight away. Unlike generations before, we no longer have to go into a store to purchase products” (WGSN, 2017)

LEGAL Beard & Blade will need to stay up to date with current laws as a lawsuit would have drastic financial impact on them at this time as a start-up company, as well as wanting to maintain a good brand image and perceptions in the minds of the consumer. This includes complying with new GDPR laws put in place which “gives the public more rights over how personal information is used and raises the amount firms can be fined” (BBC News, 2018) meaning that “organisations must continue to identify and address emerging privacy and security risks in the weeks, months and years beyond 2018” (BBC News, 2018). Beyond this, health and safety laws must also be complied by in order to maintain and upstanding brand image, and so with any future developments Beard & Blade will need to thoroughly research and test ingredients to ensure the safety of the consumer in addition to transparency regarding said ingredients so that the brand cannot be subject to lawsuits from consumers experiencing adverse reactions.

ENVIRONMENTAL “High levels of pollution are contributing to climate change, but can also have a more immediate effect on the population [...]. At its most extreme, high levels of air pollution in London can be fatal, but everyday exposure to this can be damaging to skin and hair and increase demand for protective products or for intensive cleaning/detoxing solutions” (Mintel, 2017). Therefore, there is clear room for targeted products within the category. Beard & Blade will also need to make sure they are contributing as little impact on the environment as possible, as this will be good for brand image and mean they are sticking to consumer expectations surrounding ideas of sustainability. For example, the razor industry is extremely wasteful as “the EPA estimates that 2 billion razors are thrown away each year” (Rabbitt, 2014), and these non-biodegradable materials end up imapcting the environmental landscape and so more sustainable methods are of high importance. 14

The PESTLE exhibits how examining external factors can benefit Beard & Bladeâ&#x20AC;&#x2122;s market entry and be â&#x20AC;&#x153;in a better position to consider likely implications and minimise any future organisation- related risksâ&#x20AC;? (Makos, 2014). It is critical that each point is taken into consideration, however, it is believed that Beard & Blade should be highly aware of the technological and social factors as these directly affect their consumer base and how the brand should approach their strategy towards communications and marketing.

15 15

THE BIG INFLUENCE: INDIVIDUALISATION Drivers

Impact

Consequences An increase in demand for styling tools and diagnostic tools which cater to individuals needs.

The beard as a symbol of masculinity is pushed within pop culture making it a fashion statement as men aspire to be the figures the see on screen.

More men are wanting to experiment with their facial hair style with expression of personality high on their check list.

There is growing interest in consumers valuing individuality over conformity and this is key in influencing the market. One driver is the beard as a fashion statement, as “53% of men agree that it is fashionable to have a beard” (Mintel, 2016) with variations of length, shape and coarseness available, which helps “expose men to a multitude of looks that they can dip in and out of as they wish, giving them greater confidence to regularly change up their appearance” (Mintel, 2016). This has led to an increase in men experimenting with their facial hair, as shaping and grooming becomes a popular outlet of individuality. This is confirmed by consumer insights “I think facial hair can be just as much a tool to express yourself as hair, like, having it neat and looking good can show that I’m presentable and show a bit of my personality through how I have it cut” (Nichols, 2018). Extending from this, men want products that “focus on result and less on pampering” (WGSN, 2017), the impact being a need for brands demonstrate that a product is worth investing for them individually, to gain trust. To adhere to this, Robin James (WGSN, 2017) suggests that “online retailers should look to provide more diagnostic tools to help men find the right product personalised to their needs” as “The future is all about customisable grooming techniques, routines and products. It will be about men understanding their own skin, hair and style preferences in order to make decisions that benefit them” showing opportunity for targeted products within the category. 17 17

THE BIG INFLUENCE: GLOBAL CONSCIENCE Drivers

Impact

Consequences Companies try harder to be open and honest as they risk losing customers, whilst eco-friendly alternatives to everyday products come into the mainstream.

Easily accessible information on the internet in regards to company practices, ethical concerns and environmental impact means consumer are more knowledgable.

Consumers make more ethically aware choices, and avoid products which go against their beliefs as they demand better from brands.

The industry no longer solely focuses on appearance, as ethical awareness rises due to easily accessible information online “Almost 75% of Millennials […] said they would pay more for sustainable offerings, up from approximately half in 2014” (WGSN, 2016b) while “62% of Millennials, read ingredient labels to avoid buying specific ingredients” (WGSN, 2016b) showing a need for transparent and sustainable brands. The impact of this is that “cruelty free has become the new norm” and opposition to harsh chemicals and wasteful products are met with distaste (WGSN, 2016b) leading to new innovations across markets, including Re-usable coffee cups, Bamboo toothbrushes, and ocean-plastic packaging. Therefore, there is opportunity for sustainable products to replace their wasteful counterparts “an environmentally concerned corporate image assosciation project a company whose products protect or improve the environment and make more effective use of scarce materials” (Keller, 2013, p.413). Relating to male grooming specifically, this translates to the potential for traditional blades to overtake disposable alternatives “the only time I buy disposable razors is for convenience if I really need one, I think I would much rather have a good quality one that is going to last longer and not as badly effect the environment, so maybe brands need to make quality razors more convenient and readily available” (Wilson, 2018). If Beard & Blade do not comply with expectations, then they risk boycotts as consumers actively avoid products which fail to meet standards. 20

SMALLER AREAS OF INTEREST

Convenience One micro trend taking influence is convenience, which is driven by more people needing suitable products for busy lifestyles. This is relevant to the male consumer as Mintel (2018) state that “speed and convenience are likely to be important for working men when it comes to their appearance”, showing how employment levels contribute to the trend. Behaviours deriving from this trend include how “42% of men aged 25-44 spend under five minutes maintaining their hair on an average day” (Mintel, 2017) and “men only have eight products in their bathroom cabinets compared to the 21 used by women” (WGSN, 2017), indicating a need for easy use products. The impact of this is a rise in subscription boxes like ‘Dollar Shave Club’, ‘Gillette Club’ and ‘Amazon Dash’, making buying and re-buying easier and faster by offering “an affordable and convenient way for the time-poor man to buy and try out grooming products without having to venture in store” (WGSN, 2017) whilst “encouraging brand loyalty” (Mintel, 2016) as there is a long-term commitment. This solution to convenience demonstrates the increasing importance of a strong online presence with growing relevance to the category. 21 21

Sense of the Intense Sense of the Intense is another micro trend, as more consumers are after an experience when purchasing “physical and sensory experiences can give life, brands and products deeper meaning” (Mintel, 2016). Driving this trend, again, is the beard as a fashion statement which “has led to the re-emergence of barber shops and pop-ups that offer exclusive grooming services.” (WGSN, 2017) therefore the impact is more men visiting barber shops for the experience “7% of men who remove hair visited a salon for a wet shave in the last year, compared with 5% in the year to June 2014” (Mintel, 2016). Exhibiting opportunities to explore a sensory approach for deeper connection and make the consumer take notice “Consumers no longer need to go to a physical store to buy a product. As a result, the strategic purpose of the store has changed. Shopping in stores must either be as cheap and convenient as buying from Amazon, or entertaining — offering memorable experiences that can’t be replicated online.” (Abnett, 2016)

A LOOK AT WHATâ&#x20AC;&#x2122;S ON OFFER: DEPARTMENT STORE John Lewis, Nottingham: Saturday 5th May 2018, 12pm Image

Observation There are a lot of higher priced shaving tools available going all the way up to ÂŁ140, showing that they cater to a more premium consumer base with an emphasis on quality design and tools to last.

The concession was not overcrowded or overwhelming, there was only a select number of brands on show and it was all conveniently placed together for ease of browsing. In addition to shaving products there were also accessories such as travel bags being sold alongside this, showing there is a market for accessories as well as tools and styling products as well as that John Lewis place items like this together for convenient purchasing. Mr. Natty stood out as a brand most similar to Beard & Blade in terms of design and ethos, although they only offered styling products such as oils and pomades, they sold them in a kit with a simple but strong tone of voice and image.

Who was buying and browsing the product selection? Average age of customers interested in shaving and grooming products within John Lewis was around 35, although it varied from young men of about 20 to those in their 40s and 50s. The older group tended to look at the more expensive items, whilst the younger ages mostly browsed styling brands like Mr. Natty. 24

ANOTHER LOOK AT WHAT’S ON OFFER: DRUGSTORE Boots, Nottingham: Saturday 5th May 2018, 1pm Image

Observation A very large selection of men’s electric razors on display with many brands available which appeared quite overwhelming, none of them particularly stood out with rows and rows of choice, although offers were available on some products.

Traditional kits in a box style casing were available from Wahl which is similar to Beard & Blade’s offering, there was an emphasis on the classic look with old style photography and a subdued colour palette. Wahl also offered a modern kit next to this, their branding wasn’t consistent across the two styles of product and they appear like two completley different brands if the name isn’t read. This allows them to reach a wider audience, but is quite confusing in terms of brand image. Unlike John Lewis, Boots keep the styling products separatley from the razors which kept brand offerings apart and the consumer cannot see everything a brand has to offer at once. Within the grooming sections, again, there was a lot on show without any standing out as there was so much competition in a small space.

Who was buying and browsing the product selection? There was a very broad range of consumer, from teenagers all the way up to the 70+ age range showing that they cater to any age and it is not pin pointed to one demographic, those with prominent facial hair were interested in the styling products. 25

DETERMINING A SOLID POSITIONING Luxury

Traditional Modern

Necessity Dovo Truefit and Hill Feather TBR*

Harry’s

Gillette

Bollin Webb Phillips

Braun

One Blade Edwin Jagger Merkur DSC** Beard & Blade

Schick

Bic

Muhle

Wahl

Remington Molton Brown *Tbr=The Bluebeard’s Revenge **DSC=Dollar Shave Club

The first perceptual map measures levels of luxuriousness “The elevation of grooming from chore to lifestyle or ritual [being] favoured by a premium consumer who covets artisanal products and showy tools.” (WGSN, 2016), and style comparing the traditional with the modern, which creates brand relevant axis for effective positioning and insights. Beard & Blade are placed in mid-market traditional as they incorporate a premium meets practical philosophy. The area is sparsely saturated showing room for innovation, an option not viable in areas like the mid-market modern, as high saturation occurs with brands like Gillette making entry risky. 27 27

A second map further explores brand ethos and product ranges for additional points of parity in relation to where the brand is headed, as “a good positioning has foot in the present and a foot in the future […] striking just the right balance between what the brand is and what it could be” (Keller, 2013, p.93). If Beard and Blade were to expand beyond their current offering, they will be exposed to new competitors and a new positioning. Therefore the axis were chosen for this reason, the brand’s positioning still puts them in good standing, as it is a sparsely saturated area if they are to stick to their minimal offering rather than spreading themselves thin. Mr Natty

House 99

Feather

TBR*

Harry’s

Gillette

One Blade Edwin Jagger MDD

BBC

Muhle

Wahl

Brisk The Beard Shed Phillips Molton Brown *BBC=Brighton Beard Company *Tbr=The Bluebeard’s Revenge *MMD=Modern Day Duke

Broad Range

Styling Centred Shaving Centred

Narrow Range

TO STAND STRONG AMOUNGST RIVALS 28

THE MAJOR PLAYERS

Wahl Wahl is a clear threat, selling similar products to a similar demographic, including items in kits which has the potential for overshadowing. Their key strengths consist of strong social media followings with high engagement. Achieving this through posting relevant content regularly, inviting consumer involvement through â&#x20AC;&#x2DC;#WahlClubâ&#x20AC;&#x2122; which allows UGC (user generated content) resulting in loyalty. Additionally, their heritage, spanning back to 1919, gives authenticity and believability, an unachievable feat for new brands who will need to take advantage of weaknesses, including too broad of a product range with drastically different marketing across the traditional and modern tools for confusion within the brand identity. 30

The Bluebeardâ&#x20AC;&#x2122;s Revenge The Bluebeardâ&#x20AC;&#x2122;s Revenge is another key competitor with products focusing on tradition and masculinity, closely aligning them to Beard & Blade, however they do this in an edgy way with tattoo and pirate associations, setting the brands apart. Their key strengths include their strong brand identity and clear consumer understanding, as they have a wide product range which provides everything the buyer might need but, unlike Wahl, they stay recognisable and consistent. Furthermore, connections with barber-shop organisations instil trust, whilst attending events spreads awareness and positions them strongly within the wider culture. They also align themselves with menâ&#x20AC;&#x2122;s health charities, further showing consumer understanding by relating to their lives, with the benefit of additional purchase incentives. A weakness, however, is lack of engagement on social channels, often receiving 0 comments despite having 25k+ followers, as they do not invite conversation, which is something for Beard & Blade to consider.

LOOKING TO THE INTERNAL ENVIRONMENT

BRAND EQUITY

The brand equity model helps build the brand by shaping how the consumers think and feel about products, and so â&#x20AC;&#x153;marketers should assess [..] key associations that make up the potential sources of brand equity on the basis of strength, favourability and uniquenessâ&#x20AC;? (Keller, 2013, p.300). The model lays out consumer perceptions at the various levels, and by achieving each step Beard & Blade will have strong brand equity and thus loyal customers.

Resonance Active engagement - interaction with consumers through campaigns and events. Sharing brand values, consumers are in line with morals and style. Loyalty - they become part of something better, there is a sense of pride.

Judgement

Feeling

Quality - high

Connected- humble brand story

Superiority - better design, sustainable and convenient

Less guilty - not throwing away disposables.

Purchases are quick and easy with everything together.

Considered - individual needs are met.

Performance

Imagery

An investment that will last but maintains reasonable prices.

A more responsible way of shopping for grooming products.

Style- Classic yet up to date with consumer needs.

Reliable, durable, fuss-free.

Salience Sustainable alternative to supermarket styles, but is still convenient and easy. Responds to consumer expectations of sustainability and individuality.

THE EVERYMAN

Down to earth and values functionality and realism. He is in his 30s and settled with a house and probably and family too. Has a fair amount of disposable income, which he invests in a small amount of quality products. He knows what he likes and wonâ&#x20AC;&#x2122;t compromise for less â&#x20AC;&#x201C; enjoying proper food, proper drink and above all a proper shave. In his spare time he likes walks in the country-side, D.I.Y projects and getting hands on. Beard & Blade will attract him because of the sense of craftsmanship, tradition and no fuss attitude. He will use the products as an aid to express his masculinity through his facial hair.

35 35

THE EXPLORER

He is in his mid to late 20s and isnâ&#x20AC;&#x2122;t so set in his ways. He enjoys trying new things and experiencing life to the fullest. Travelling, social media and being creative are his three main joys in life. His motivations are centred around his appearance and looking good. With less disposable income, he is so more likely to purchase products separately rather than in a kit. Beard & Blade will attract him for the sturdiness and the aesthetic of old school design, which he appreciates. The products will be used by him as an aid to express his sense of individuality through styling.

Understanding the consumers is important to know how best to sell to them “businesses and marketers that do not search for consumer insights, or who fail to understand their anthropological backgrounds, will not be able to connect or engage with prospects and won’t be able to motivate them to become customers” (Klepic, 2014). The consumer groups are male, falling between the ages of 25-40 as “75% of men now purchasing for themselves” (WGSN, 2016) and the “25 – 44 demographics being most likely to be in full-time employment” (Mintel, 2018) meaning they possess disposable income for higher quality goods. Studies have also shown this demographic is “more likely to prioritise their facial hair” rather than the hair on their head showing the consumer has high levels of interest. Specifically, ‘The Everyman’ is the number one focus and motivated by masculinity, whilst ‘The Explorer’ is secondary and motivated by individuality as “Young adults are much more likely to agree that beards are ‘sexy’ than their older counterparts, underlining how the beard trend has been shaped by a younger and more fashion-forward audience” (Mintel, 2016). Both groups need to be represented throughout the brand, without alienating the other. Reaching and appealing to these consumer groups will determine brand success and they need to be considered within every decision.

37 37

GOING BEYOND

Beard & Blade will develop their architecture as they grow to keep consumers invested. They will do this by expanding into the ‘men’s toiletries’ category, which has been shown to present massive opportunity, with products high demand “Beard related searches now account for 42% of the top 12 men’s grooming google search terms. In 2016, “pomade” and “beard oil” were the two most searched terms in this category, while “face brush” come in third place and “beard balm” in fourth.” (WGSN, 2017). This also ensures attractiveness for the secondary consumer, who values self-expression, which the products focus on. They will also incorporate the ‘sustainability’ trend by taking inspiration from the environment with natural ingredients, this will work for the brand as products have increasingly been sought after that “borrow from the great outdoors or from outer space with earth-inspired ingredients such as clay, meteorite and natural lava rock” (WGSN, 2017). As a minimalist brand, the products will also be carefully curated to avoid becoming overwhelming and repeating Wahl’s mistakes “Men like integrity and simplicity, if grooming brands start expanding ranges to the size of women’s then guys will lose interest as they won’t know what to use and where” (WGSN, 2017). The range will include three products in total, which hold potential to be in a kit for convenience; a beard oil, beard shampoo and beard balm, chosen due to their consumer relevance, as when asked “In addition to a shaver, which other tools do you use for the maintenance of your facial hair (or lack of)?”, 28.9% said ‘beard oil’, 22.7% said ‘Beard Shampoo’, and 15.3% said ‘beard balm’.

JUST SHAVING 39 39

NAILING THE PRICES

£55 £20

£15.99

£15.99 £8.99

41 41

The prices reflect a quality association without becoming unreachable for the average man, alongside gaining a competitive advantage by taking into consideration the prices displayed during the shop safari. Each product can be purchased individually, with the core shaving range being available within ‘Edge’, their “flagship product” (Keller, 2013, p.405), for convenience whilst sitting at a reduced price as a reward for purchasing together. Beard & Blade will also implement the option for consumers to curate a kit of 3 items or more to adhere to individual needs, with 5% off the price of buying individually plus the toolbox to keep them together conveniently. After analysing the competition and developing the product range a distinct USP has also been brought together to differentiate the brand and make them stand out to give the consumer a reason to purchase over going elsewhere.

43 43

â&#x20AC;&#x153;

A hand-crafted, old-school and minimal designed kit for the mature Millennial, allowing them to express their masculinity and individuality freely with the confidence of quality - USP

MARKET ROUTES Online Beard & Blade will use online methods to distribute products and reach the consumer, this will be effective and a suitable strategy for them as the PESTLE, market environment and convenience trend demonstrated how there is clear demand for an easier way to shop, and the consumer’s interactions with this channel has been increasing year on year “As price and convenience are important factors for men when buying products, the online channel may appeal to men in this category” (Mintel, 2018). They will apply this by making use of their own website, benefits include 24/7 availability for the consumers to purchases whenever it suits their lifestyle. It will also be effective because it has potential to reach a wider audience through the internet as they aren’t limited to a physical space, however they will need to ensure the website is reliable and user friendly for best results.

MARKET ROUTES Offline Beard & Blade will also need an offline presence, as the market environment revealed that physical stores are still essential in the category “accounting for 80% of revenue” (WGSN, 2018), and the ‘Sense of the Intense’ micro trend sees the consumer seeking an experiential interaction, therefore seeing a product online just isn’t enough and without a physical presence Beard & Blade risk not establishing trust or personal connection. With this, Beard & Blade will sell through the department store John Lewis, which was chosen because of its brand complimenting reputation of being reliable, well-known and trustworthy. Furthermore, men now “account for 44% of customers” (Neville, 2013) in John Lewis with 39% of them being under 34, showing clear consumer interest and relevance. The benefits of this also include widening their reach by gaining consumers from John Lewis and an increase of awareness and usage rates, as well as trust through associations. Pop-ups in Nottingham, Manchester, London and Birmingham will then provide a taste of the brand lifestyle for immersive experiences that go beyond a concession. The format will be beneficial as it is a recognized success as “pop-ups contributed £2.3 billion to the UK in 2015, up 12.3 percent year-on-year” (Jiang, 2017) with “the keenest consumers aged 18-34, evidence of the format’s resonance with younger consumers, who tend to eschew traditional shopping experiences” (Jiang, 2017) showing strong interaction from the target thus meaning it is an effective way to reach them. 46

ALL ABOUT COMMUNICATIONS Beard & Blade’s communications will embrace channels which are going to effectively engage and reach the desired audience through their relevance for increased brand equity. Integration across these channels will ensure a simple, straightforward journey across platforms “The growth in communication channels and access to two-way conversations with the customer means it is still possible to create a strong, focused brand that appeals to the modern consumer. More than ever before brands are required to listen to the consumer and respond accordingly, but this also means that product development can be efficiently targeted, and marketing and promotional campaigns can be bespoke and responsive” (Moore, 2012, p.15)

THE #PROPERshave Discover a... Show us your... Win a... Your guide to a... A campaign will span the communications, kick-starting awareness levels and leading to high engagement and usage. This will centre around the hashtag ‘PROPERshave’ which embodies the brand and creates the impression of a club and curating a sense of belonging to avoid the mistakes of The Bluebeard’s Revenge. It will be used in numerous ways by switching up the preceding words to engage consumers, attract new ones and build loyalty. It will also allow the brand to monitor and engage in real-time conversations with individuals, one threat the brand will need to supervise, however, is perceptions as “critics of your brand may attempt to hijack your hashtag, putting you or your business in a bad light” (York, 2015).

CAMPAIGN 49 49

MAKING USE OF THE WEBSITE Engaging Copy Social Integration

Straight-Forward Navigating

Consistently Clear Indentiy

51 51

The website plays a major role in consumer interactions “if a brand’s website is bad then sometimes that can put me off straight away, like sometimes they will just look really ugly or confusing which makes me immediately think they I probably don’t want to be shopping with them” (Ashcroft, 2018). It will reflect brand identity while being straight-forward, easy to navigate and formatted for multiple devices. This allows the consumer to browse however they prefer, making the brand more accessible and user-friendly “The number of shoppers accessing retailing websites from their mobile phones is increasing. A new mobile commerce is emerging, with mobile optimised websites that can be read on every digital device” (Shaw, 2012, p. 302). Furthermore, integration will mean the consumer is just clicks away from any other outlet by having imbedded social media plugins and a ‘tips and tricks’ section, bringing together content from the blog and YouTube channel for a convenient collection to suit consumer needs “I appreciate when a brand does something that makes my life easier or is helpful, like how some clothes websites show what goes with the clothes you’ve already bought” (Wilson, 2018).

An additional feature will be pop-ups prompting the user to sign up for email communications, this appears shortly after the user has arrived on the website and encourages them to leave their email by offering an incentive, allowing the brand to continue the relationship beyond the consumerâ&#x20AC;&#x2122;s visit to the website, boosting the likeliness of return customers.

Emails will be sent out twice weekly to stay at the forefront of the consumerâ&#x20AC;&#x2122;s mind without overwhelming them, these will contain discounts, summaries of new blog posts or YouTube content, and any product news for them to stay up to date and informed, all of which will increase brand loyalty and engagement. 53

GETTING All SOCIAL

22:47

Company

Instagram

Beard&Blade 1,032

12 k

posts

443

followers

following

Follow Beard & Blade

Discover a #PROPERshave with Beard & Blade - For men who want the best for their beard beardandblade.co.uk

Instagram boasts that “28% of online men” (York, 2017) use the platform, with “59% being between 18-29 and 33% between 30-49” (York, 2017), showing that it will be an essential platform for both consumers. Therefore, the brand will effectively target the groups with striking visuals and a high emphasis on the individuality and masculinity combined. Engaging content will also be implemented, such as integrating the #PROPERshave campaign which will draw in UGC, spread the message wider and start conversations.

Company

22:47

Beard&Blade

Nottingham, UK Company

22:47

Beard&Blade

Nottingham, UK

279 Likes Beard&Blade It’s simple and fuss-free to get to grips with our core range of tools, just #prep, #shape, #cut and #sculpt for a #PROPERshave, visit out blog or YouTube for in-depth tutorials and tips to achieve a better beard. 9 MINUTES AGO

279 Likes Beard&Blade Do you want to be in with the chance to win a #PROPERshave? Of course you do. So repost this, follow us and describe your worst shaving experience and we might just give you the gift of a #PROPERshave. 9 MINUTES AGO

EVERY DAY 56

Company

22:47

Beard&Blade

Nottingham, UK

22:47

Beard&Blade

Nottingham, UK

279 Likes

Beard&Blade REPOST! Here’s a proper man getting a a #PROPERshave, what do you think of his amazing beard style? make sure to tag #PROPERshave if you thinkCompany you can do better. 22:47

Beard&Blade In the comments belog tag your bearded brothers, let’s get all of us together and show off all of the awesome beards out there.

9 MINUTES AGO

Beard&Blade

Nottingham, UK

Company

9 MINUTES AGO

22:47

Beard&Blade

Nottingham, UK

279 Likes

Beard&Blade We want to see all of your efforts, so remember to use the hashtag #PROPERshave so we can admire your beards in all their glory, and we’ll pick a few of the mightiest to feature on our page.

Beard&Blade #Beardspo ? we think so. We love a good sculpted beard and our products can help you achieve a look like this, go ahead and check us out in the link in our bio.

9 MINUTES AGO

Company

9 MINUTES AGO

EVERY DAY Facebook 75% of men use Facebook, including “88% of 18-29 year olds” and “84% of 30-49 year olds” (York, 2017). Therefore, this platform will attract both consumers as the majority are interacting here. The brand will take an integrated approach by sharing content from other platforms such as YouTube and the blog with captions catered towards the user base to spark interest and start conversations, they will also display events which are going on in the brand calendar to raise awareness and engage by prompting the user to respond if they are attending. Alongside this, polls will be used to engage consumers further as they will input their opinions with a spark of discussion.

YouTube “62% of YouTube users are males” (Aslam, 2018) making it a platform which is going to meet the consumer more effectively than female majority sites like Pinterest. The “35+ age group is the fasted growing demographic” (Aslam, 2018) which also makes it ideal to reach the primary consumer. The brand will share tutorials and integrate the ‘PROPERshave’ campaign with content matching consumer interests “The high proportion of men agreeing that it is easy to learn new beauty techniques from the internet suggests opportunities for haircarebrands to showcase their products through online tutorials, with direct links to purchase products” (Mintel, 2018). In addition to this ‘behind the scenes’ and ‘how it’s made’ videos will showcase transparency and adhere to consumer demands related to sustainability. 59

ONCE FORTNIGHTLY

BLOGGING ALL OF THE DETAILS

61 61

The blog is an additional way the brand can discover consumer connection, it will feature recent news as well as information on styling trends, gift guides and tips which can be related to what is going on in current society, e.g. â&#x20AC;&#x2DC;how to style your moustache for Movemberâ&#x20AC;&#x2122;. This will engage the consumer by keeping up to date with wider culture and letting the brand personality shine through.

ONCE PER WEEK

A LITTLE HELP FROM INFLUENCERS Influencers will spread awareness by promoting the products in several formats such as Instagram posts or stories, blog posts and YouTube videos where they will integrate the #PROPERshave campaign by challenging their followers and showing their own routines. However, “what matters, ultimately, is the credibility of the relationship between the brand or product and the influencer” (The Business of Fashion, 2018) therefore, for authenticity, only influencers who reflect brand values and consumer base will be used, e.g. with prominent beards and content which is centred around this. The majority will be micro influencers as “though micro-influencers reach fewer people, their audiences are more likely to buy the products they endorse, making them ideal for reaching niche markets” (Berezhna, 2018), however, two macro influencers will also be used as spreading wider awareness will be crucial to the brand.

Micro (500-10,000 followers) John Peter Baker (@johnpeterbaker - Instagram) Rhys Owen King (Rhysowenking.com - Blog) Rob Allam (@thegallowboob - Instagram) Nate (ironandtweed.com - Blog) Glen Trivett (@glentrivett - Instagram & Facebook)

Macro (10,000-1,000,000 followers) Stefan Michalak (The Michalaks - YouTube) Carlos Costa (@roque_80 - Instagram)

AS WELL AS SOME MEDIA COVERAGE Publications will spread the Beard & Blade name by running ads and approachin magazines to write pieces detailing the brand with integration of the #PROPERshave campaign. This will include online and offline with publications specifically chosen due to their relevance to the consumers with niche areas of interest, such as ‘The Barber Magazine’, which will involve the brand within the wider culture. Broader topic magazines, such as Man About Town and Men’s Fashion Magazine, will then have a wider consumer reach.

Online

The Beard Mag Men’s Fashion Magazine The Barber Magazine

Modern Barber Man About Town

THE BIG

Beard & Blade X Universal Works The brand will collaborate with up-and-coming Nottingham based menswear company ‘Universal Works’ who create “real, honest clothing based on fit and good design, though never over designed” (Universal Works, 2018), demonstrating a striking resemblance and compatibility to Beard & Blade’s own ethos. However, Universal Works also have a contemporary feel which will keep Beard & Blade relevant to 2018 whilst still staying true to their traditional elements in terms of product, as the collaboration will coincide with the release of Beard & Blade’s new styling range. Universal Works will incorporate their well-known pattern usage into the designs, for a limited-edition take which emphasises the specialness and exclusivity “I would [buy a limited-edition product], yeah, especially if I was really into the brand, I guess it makes it feel more like something you’d want to keep a hold of and sometimes it’s nice to just have a nice design on something” (Pick, 2018). This will mutually benefit both brands by increasing exposure, resulting in higher awareness, usage and perceptions.

COLLABORATION 67 67

69 69

UPDATES TO THE INFLUENCERS The collaboration will expose Beard & Blade to new consumers, therefore they will work with fresh influencers which go beyond the beard niche and explore the fashion and lifestyle spectrum with aesthetics that compliment the collaborationâ&#x20AC;&#x2122;s nature. These influencers will be used pre-launch to generate excitement by showing and using the products on their various channels.

Micro (500-10,000 followers) Shaun Ness (Manimalist.co.uk - Blog) Darren Rowlands (@mrdrowlands - Instagram) Ben Heath (@Ben__Heath - Instagram) Joe Galvin (@joegalvin - Instagram)

Macro (10,000-1,000,000 followers) Aslan (The Work Top - YouTube) Jordan Bunker (jordanbunker.uk - Blog)

AND TO THE MEDIA COVERAGE They will also expand their reach with on and offline publications, including venturing into more wellknown magazines like ‘Another Man’, as well as Independent publications such as ‘Proper’, ‘Port’ and ‘Bespoke Mag’ whose readership involves the Universal Works consumer and the ability to expose Beard & Blade to the style-oriented audience.

Online

Bespoke Mag

Another Man Proper Mr Porter

EXCITING CONTENT

Leading up to the launch, video communications will be released including behind the scenes footage of the collaboration coming together and sneak peaks of new products in the form of YouTube videos and Instagram and Facebook Live content, this will serve the purpose of spreading awareness while increasing consumer perceptions by being transparent about the process.

POP-UPâ&#x20AC;&#x2122;S WITH A BIT OF A TWIST Moodboard

77 77

Pop-ups will capture shopper’s attention through immersive experiences, whilst accentuating brand identity and nature of the collaboration “the real challenge for retailers experimenting with pop-up stores is to introduce popup concepts that are closely aligned with their brands, not only in design and product, but in attitude” (Jiang, 2017), this will include an in-store barber for the consumer to try out products and get a feel for the brand, as “direct experiences create the strongest brand attribute and benefit associations and are particularly influential in consumers’ decisions when they accurately interpret them” (Keller, 2013, p.78) which consumer insights confirmed “being able to interact and be involved can make me take notice of, like, a brand I wouldn’t have otherwise because it draws you in and makes you want to know what it’s all about” (Ashcroft, 2018). Integration of the #PROPERshave campaign will also encourage consumers to take photos of their styled facial hair in a mirror displaying the hashtag, as photos taken by the consumer have potential to be shared for free publicity “if a brand does something a bit different that I don’t see very often, is funny, or just looks good then yeah I would probably take a photo and post it online” (Nichols, 2018). Moreover, elements of Universal Works will be injected into the Beard & Blade interior through splashes of pattern, whilst Influencers will also be invited to visit for further promotion and to extend the relationship for authentic partnering. 78

THE PRESS RELEASE FOR FULL COVERAGE

Beard and Blade Launch New LimitedEdition Styling Range in Collaboration with Universal Works August 21st 2019

Premium and practical men’s grooming brand Beard & Blade is excited to announce the launch of a brand-new range of styling products in collaboration with minimalist clothing brand Universal Works. The styling range is to include a beard oil, beard shampoo and beard balm and has been designed to offer men all over the world quality styling to go with their proper shave, with the ability to create individualised looks for a better-looking beard. This has been brought together with a helping hand from Universal Works, who have applied a sense of the contemporary through their famous pattern designs to Beard & Blade’s ever traditional and masculine products. The fact is, supermarket styling products just aren’t up to scratch and Beard & Blade are here to offer a quality alternative which promises to raise the standards of what is expected from a male grooming brand. The products themselves fit with the usual Beard & Blade mantra, as they handmade in the UK with all natural ingredients where the care that goes into them is ultimately reflected in the results. These products are to become a permanent feature following a six-week run of the limited-edition collaboration with Universal Works, where the design of the styling products and a toolbox to keep them in will be modified to reflect the relationship between the two brands and celebrate the launch by offering something special for beard fanatics and novices alike. “We are beyond excited to be working with Universal Works on this very special project, we have admired their minimalist and quality pieces for a while now and it’s great to be able to bounce ideas and come up with unique designs for a product we know our customers are going to love, and is going to provide endless styling possibilities” – David Ross, spokesperson for Beard & Blade Image 1: The new range will include designs by Universal Works

Beard & Blade will also be holding week long pop-up shop experiences throughout the course of the collaboration, starting in both brand’s home city of Nottingham and leading on to Manchester, Birmingham and London from October 12th until November 23rd. This will give customers the chance to pick up their own limited-edition version of the styling range whilst also offering them a free in-store barber experience which will demonstrate methods on how to use the Beard & Blade tools and integrate the styling products into their everyday routines. Find out more at: www.beardandblade.co.uk Additional photos are also available upon request: d.ross@beardandblade.co.uk 80

ENDLESS

To Brazil Down the line, the brand will expand internationally, this will be within Brazil “in 2014 the [Brazillian male grooming] category was worth $4.7 billion and is expected to grow 7.1% per year until 2019, making it the world leader” (WGSN, 2016c) with “grooming salons becoming increasingly popular” (WGSN, 2016c) and thus presenting masses of opportunity. The brand will need to be adaptable when entering the market and willing to adjust their offering to suit, as well as considering external market differences and brand associations. Therefore, within this market, Beard & Blade will focus on natural ingredients, convenience and targeted products as in Brazil, “the current popularity of natural ingredients is only set to increase, with demands being put on brands to be more transparent and socially and environmentally responsible […]. An increasing urban population is resulting in time-poor citizens looking for multi-tasking products. And the male grooming market is growing, as men become more concerned with their appearance and seek products that target their specific needs.” (WGSN, 2016c).

POSSIBILITIES 81 81

THE ROAD AHEAD The critical path reveals how Beard & Blade will implement the strategy throughout a 12-month period, taking a staggered approach for best success by allocating sufficient time for building a strong consumer base through communications which will lead them on to become a key player in the market.

Jan Feb Mar Apr May Jun

Jul Aug Sep Oct Nov Dec

Create Website Enter John Lewis #PROPER shave Social Media Posts Blog Posts Influencer Coverage Magazine Coverage Announce Collab Behind the Scenes Release Collab Pop-Up Stores Release Range 84

MAKING SURE IT’S FEASIBLE

This strategy will be feasible for the brand as they will be able to gain traction in the early stages of communications needed to support the bigger ventures down the line, like the collaboration. This is because the communications will mostly be low cost by making use of UGC tactics which draw in the consumer without over spending as well as online sales and pop-ups avoiding the costs of a permanent space. To ensure the bringing together of channels, routes to market, influencers and print coverage they will set aside 25% of their revenue for funding within their first year, and later reduce this to 15% once settled.

Pop-Up Stores

Macro Influencers

Micro Influencers

Print Ads

Other

£15,000

£8,000

Cost of sending free products

£20,000

£20,000 Set aside

*Estimated figures for yearly cost of strategy

In conclusion, by implementing the brand identity demonstrated and following the strategy, Beard & Blade can strongly position themselves and progress healthily. The KPIâ&#x20AC;&#x2122;s will be likes, follows, shares and comments, indicating awareness and engagement levels. Beyond vanity metrics, they will also study the website by looking at bounce rate, number of visitors and pages-per-visit whilst reviewing where traffic originates to analyse communications effectiveness. Finally, reviews, ratings and surveys will tie this together for an understanding of consumer perceptions.

AND KEEPING TRACK

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REPORT BIBLIOGRAPHY 1. Borkowski, M. (2014). Brand Communications. PR Week, pp. 43. 2. Cool Hunting. (2015). Six Products and Services That Make Every Day Easier. [online] Available at: http://www.coolhunting.com/design/gillette-six-lifehacks [Accessed 23 May 2018]. 3. Fill, C. (2013). Marketing communications. 6th ed. Harlow: Pearson. 4. LS:N Global. (2018). LS:N Global. [online] Available at: https://www.lsnglobal.com/ [Accessed 1 Jun. 2018]. 5. Petek, N. And Maja, K.R. (2013). Brand Identity Development and the Role of Marketing Communications: Brand Expertsâ&#x20AC;&#x2122; View. Managing Global Transitions, 11(1), pp. 61-78. 6. Posner, H. (2015). Marketing fashion. 2nd ed. Laurence King Publishing. 7. Prweek.com. (2018). Campaigns. [online] Available at: https://www.prweek.com/uk/showcase [Accessed 23 May 2018]. 8. PwC. (2018). Megatrends. [online] Available at: https://www.pwc.co.uk/issues/megatrends.html [Accessed 1 Jun. 2018]. 9. We Are Pop Up. (2018). A space in Notting Hill. [online] Available at: http://www.wearepopup.com/u/w1-gb-nottinghill/ [Accessed 1 Jun. 2018]. 10. WGSN (2016). Male Grooming S/S16 [online] Available via: WGSN [Accessed: 24 May 2018]

REPORT IMAGES Midia (2018) Beard Shave [Digital Image]. https://www.pexels.com/photo/man-taking-beard-shave-897262/ (Accessed: 24 May 2018) Rawpixel.com (2017) Grayscale Photo of a Man Wearing Coat [Digital Image]. Available at: https://www.pexels.com/ photo/grayscale-photo-of-a-man-wearingcoat-1020326/(Accessed: 24 May 2018) Miwok (2015) Body of Water Surrounded by Mist [Digital Image]. https://www.pexels.com/photo/bosyof-water-surrounded-by-mist-157304/ (Accessed: 25 May 2018)

Alex, M (n.d.) Autumn Forest [Digital Image]. Available at: https://www. pexels.com/photo/landscape-sun-treespath-21008/(Accessed: 26 May 2018) Frank, D. (2018) Conifer Daylight [Digital Image]. Available at: https://www. pexels.com/photo/conifer-daylight-evergreen-forest-572937/ (Accessed: 27 May 2018) Anon (2018) John Krasinski [Digital Image]. https://www.thefourohfive. com/music/article/groundislava-weekend-in-the-tropics-listen (Accessed: 27 May 2018)

Pixbay (n.d.) High Rise Mountain Overview [Digital Image]. https:// www.pexels.com/photo/mountainsnature-sky-clouds-63604/(Accessed: 25 May 2018)

Blizerian, D. (n.d.) On the Water[Digital Image]. http://action-adventure. info/?a=Dan+Bilzerian+News+danbilzerianews++Twitter (Accessed: 27 May 2018)

Seera, T (n.d.) Manâ&#x20AC;&#x2122;s Half Face Photo [Digital Image]. https://www.pexels. com/photo/man-s-half-face-photo-167669/ (Accessed: 26 May 2018) Snapwire (2016) Adult Black and White Dark Face [Digital Image]. https://www.pexels.com/photo/adultblack-and-white-dark-face-412840/ (Accessed: 26 May 2018)

Fuller, G. (n.d.) Beckham [Digital Image]. Available at: http://kmph.com/news/nation-world/gallery/beckhams-clooneys-arrive-for-royal-wedding-between-harry-markle#photo-22 (Accessed: 27 May 2018) Braun (n.d.) Beard Styles Modern Man [Digital Image]. https://uk.braun.com/ en-gb/male-grooming/the-world-ofstyling-and-trimming/face-shapes-andbeard-styles (Accessed: 27 May 2018)

Strom, S. (2018)Adult Attractive Beard [Digital Image]. https://www.pexels. com/photo/man-in-blue-denimjacket-1046425/ (Accessed: 26 May 2018)

Powers, B. (2016) What Your Beard Says About You [Digital Image]. https:// uk.askmen.com/grooming/appearance/ what-your-beard-says-about-you.html (Accessed: 27 May 2018)

Nelson, H. (2018) Adult Blur Boy [Digital Image]. https://www.pexels. com/photo/close-up-photography-ofa-man-wearing-black-coat-1065098/ (Accessed: 26 May 2018)

Anon (n.d.) Styles [Digital Image]. Available at: https://bestbeardoilforgrowth.blogspot.co.uk/2017/07/goatee-styles-best-mens-goatee-beard.html (Accessed: 27 May 2018)

Rocha, K. (n.d.) Business [Digital Image]. https://www.pexels.com/ photo/architecture-buildings-business-car-331990/(Accessed: 26 May 2018) Midia (2018) Adult Barber Beard [Digital Image]. https://www.pexels. com/photo/person-shaving-a-mans-face-with-straight-razor-897251/ (Accessed: 26 May 2018)

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BRAND BOOK IMAGES Pixbay (n.d.) Logs [Digital Image]. https://www.pexels.com/photo/ bark-chopped-circle-dry-207296/ (Accessed: 17 May 2018)

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APPENDIX 1: LOGO PROCESS

APPENDIX 2: BLANK SURVEY Q1: What is your age? - 18-24 - 25-30 - 31-40 - 41-50 - 51-60 - 61-70 - 71+ Q2: Do you currently have facial hair? - Beard only - Moustache only - Beard & moustache - Stubble - No facial hair Q3: How often do you currently shave? - Multiple times daily - Once a day - Every other day - 2-3 times per week - Once per week - A few times per month - Less than once per month - Never Q4: What is your preferred shaving method? - Disposable razor - Electric Razor - Cartridge razor - Safety razor - Straight razor - I don’t shave - Other... Q5: Do you believe upkeep and sculpting is important to the overall look of your facial hair? - Definitley - Somewhat

- Not really - Definitley not Q6: Does your facial hair (or lack of) say anything about you as a person or help you express a certain style/your personality? (e.g. professionalism, hipster, masculine...) - Yes - No - Unsure Q7: If you answered ‘Yes’ to the previous question, what does your facial hair (or lack of) express about you and your personality/style and how do you believe it does this? - Short answer text Q8: In addition to a shaver, which other tools do you use for the maintenance of your facial hair (or lack of)? - Beard oil - Moustache Wax - Beard balm - Grooming Scissors - Comb - Beard shampoo - Shaving brush - Shaving cream - Facial Hair shaping tool - Other... Q9: What is the most important factor in a product when practicing your shaving routine? - Convenience - Speed - Quality - Ease of use - Comfort - Tradition Q10: What is the most important factor for the end result of your shaving routine? - Looking and feeling attractive

- Having facial hair that is convenient for lifestyle - Looking neat/presentable - Being individual (expressing personality) - Being fashionable - Being masculine

APPENDIX 3: SURVEY RESULTS

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masculine (2) Professionalism (2) Professional (2) Having facial hair allows me to express my masculinity I look well groomed and professional. Short, neatly trimmed beard, the rest is smoothly shaven. professional, cleancut Allows me to meet image based maturity standards avoiding some judgements. Masculine, outdoorsy, but groomed so shows a sense of upkeeping Professional, structured attitude Hipster That i care about my appearence Masculine, with a little bit of hipster. I look way older when I have a full mustache Increases age perception Itâ&#x20AC;&#x2122;s the same as any other fashion. Not like masculine, hipster etc but in as do you look after yourself, do you take pride in your appearance or do you know what looks good on you. Masculinity Commitment Mature age and masculinity People get my age wrong Stops me looking prĂŠ-pubescent Professional beard - looks clean and adds wisdom Exquisitely, perfectly groomed. Suave and smooth. Age. Management role is easier with older perceived age. Recently started growing a beard, but keeping it neat and well groomed makes me feel better and more professional. Care enough to look clean Relaxed. Informal. I think it makes me look more mature where i work in a field where the young and inexperienced are often looked down on. It makes the expression stronger i believe Clean Shaven, professional, sharp

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It contributes to your overall style you’re portraying I think it’s more the upkeep of your facial hair that says more about you. How tidy/attentive or careless/messy you are. Serious person who is mindful of appearances. More professional Roguish Oldet I believe that my facial hair is to some extent an expression of my masculinity, and helps me be more comfortable with my face (perhaps by hiding some of, perhaps not). It to some extent probably exists as an extension of my eagerness to follow trends, but it also helps separate me from the populace as a whole As someone put it to me, “anyone with that moustache is probably a cool dude” Facial hair is as much style as a haircut or the clothes you wear. I look older and more mature with a beard, and I keep it to add to my presence when working. My beard says I’m more masculine and rough than if I were clean shaven As an older man with a baby face, stubble helps me look older my hair and facial hair are constantly shifting. i get bored doing too much of the same, and the ability to grow and sculpt a beard is a nice outlet for the artist in me. stubble to long, bushy beard. never a clean shave. Ability to cut down trees They have enough leisure time to shave daily That I have a job that requires me to shave I dont make enough effort I believe facial hair to be masculine and can make young guys look older and old guys look younger, which is cool Professionalism and care for how I look. Lazy progessional Shaving regularly creates a professional look for the workplace. Confidence clean cut, conservative I do what I want. I figure others do the same. Makes my face looks awesome Homeless Masculinity, rebelliousness in a work environment of mostly clean shaven men. Clean cut, sharp I feel like I look better, leaner and older with it Clean and professional it fits with my clientel, so if i look more like them, it helps Professional adult I like how I look when I’m clean shaven Trimmed beard while keeping the beard below the mouth long. It’s a classic look for metalheads and distinguishes me from the crowd. It shows effort, which in turn shows care It masks my baby face Masculinety It express that I’m laid back, as it is not constant nor perfect Professional look while showing individuality Professional appearence, clean and responsible Clean, minimal, mature, it shows that I care for myself on a regular basis. A professional hipster on a mission commitment and manliness Manly That I’m professional. Facial hair is for douchebags professional I look very young without my facial hair (at 50, I probably look early 30s) Clean and affectionate Lends an air of maturity I think my lack of facial hair makes me look professional Not clean cut, personality Just that facial hair is inherently masculine. It’s really a byproduct of laziness. I shave my neck when I have to. I trim around the top to even/‘shape up’ so that I’m not a homeless/wildman Promotes confidence and trust (I’m a graybeard). It makes me less bald. Gives me the appearance of a chin Manly and grown

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Aligns with my personality and a professional look that Iâ&#x20AC;&#x2122;m trying to portray I think my facial hair (very long, thick sideburns) indicates that I am willing to look different, that I put thought inyo curating my appearance. It can just mean it is easier to maintain. Being clean and presentable, taking care of myself Masculine, Apathy Cool af Clean, neat, sharp, professional Classic professional. Military officer. Maintenance one way or the other shows self respect Neat but not clean Facial hair is vanity. So I donâ&#x20AC;&#x2122;t have any In my business, clean shaven men are owners and executives, and bearded tend to be hourly employees. Just like beards Other (28)

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APPENDIX 4: FOCUS GROUP Date: 12/05/18 (Interviewer) Isobel Plummer (Participant) John Ashcroft (Participant) David Nichols (Participant) Rob Pick (Participant) Harry Wilson (Participant) Lester Dickinson IP: This is research for Nottingham Trent University, you are free to leave at anytime and these results will be kept confidential. So, basically the project is all about creating a new shaving brand so I am looking for insights into your behaviours as men as well as like what you love, what you want more of, what you think of some of the ideas I’ve got so far, and so on, and I’ll just ask you a few questions and we’ll go around and give each of you a chance to talk. Does that sound good? JA: Yeah that’s fine HW: Yeah yeah IP: Okay, so first off would you give me an overview of your general shaving routine? RP: me? IP: Yeah we’ll start with you RP: Okay, um, well I normally shave like every 3 days maybe, just when it starts to get a bit scraggly I’ll clean it up and I’ll normally use a one of those older razors, what are they called? LD: safety razor? The metal ones? RP: Yeah yeah, one of those, um, I got it as a Christmas present from my dad and it’s actually so much nicer to shave with, and yeah I’ll use shaving cream, water, a shaving brush, and that’s about it really. IP: So what would you say the appeal is to having that style of razor? RP: Um, well I guess it just feels nicer like it’s such better quality, it looks better and I guess it’s probably a lot better for the environment, yeah it’s just a nicer thing to have I guess. IP: What about you? HW: I mostly use like just the standard cartridge razors, but I do like the look of the old style ones a lot more and would probably save me money in the long run to be honest, the only time I buy disposable razors is for convenience if I really need one, I think I would

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much rather have a good quality one that is going to last longer and not as badly effect the environment, so maybe brands need to make quality razors more convenient and readily available IP: Do you do anything else in particular in your shaving routine to maintain your beard or get it looking how you like it? HW: yeah I do own a few like styling oils and things like that because like Rob said, I mostly shave and keep up at it to stop it looking a mess because I need to look presentable for work and stuff, but with styling stuff it’s more about getting it looking nice and how I want it to look, because I think having a beard like I do can sort of become a part of your personality in a way? JA: Yeah, yeah I get what you mean IP: That’s an interesting point actually, do any of the rest of you think anything similar, like, does your facial hair say something about you or personality…or put a better way, maybe, why did you grow it in the first place? JA: well I think it really does, like it’s on your face and there’s no hiding it, like a lot of girls wear makeup and the style or whatever they go for can say something about who they are, and just like the hair on your head does facial hair can too LD: Yeah, like I don’t have much facial hair, but when I shave fully it might get across that I’m professional and smart, but if there was someone with a massive bushy beard it would project something completely different RP: mm yeah, I definitely use it as a sort of self-expression thing, I just wouldn’t feel like myself if I was clean shaven and styling it and cutting it in particular ways makes me feel good and it makes me more of an individual DN: yeah I agree, I think facial hair can be just as much a tool to express yourself as hair, like, having it neat and looking good can show that I’m presentable and show a bit of my personality through how I have it cut IP: So would you say that’s quite a big motivation for you? DN: definitely, that, and it makes me look manly haha RP: haha JA: hahaha yeah it’s a very masculine thing really IP: So something else I want to know, is what do you want to see from a shaving brand, I know Harry said earlier about convenience, would you all agree with that, or is there anything else that you would like to see? LD: yeah convenience is a big one, I guess, because for me especially, I shave for necessity to just not look a scruff, which I know is probably not the case for some of the rest of you guys DN: yeah it’s more of styling thing for me LD: exactly, but yeah I think just making things accessible and practical maybe instead of having a load of unnecessary products which you don’t need and it’s obvious when brands are just trying to shove things down our throats to make money when we don’t actually need most of the stuff they try to sell us. JA: That’s true, it can get a bit confusing IP: So do you think a paired back and simple range would appeal to you more? LD: yes I think it would, because you’d know where you were with it, and it would just be straightforward and easy HW: Yeah I agree, but I think there needs to be enough to make people take notice LD: yeah yeah, just not too much haha IP: On the opposite end is there anything that puts you off a brand? Can be shaving brands in particular or just brands in general RP: hmm, maybe too high of a price, just as basic one like if somethings too expensive then I’m not gonna buy it am I IP: Do you think some things warrant a higher price, like would you pay more for a particular brand even though you can get it cheaper from something unbranded? RP: actually yeah, I guess that’s a point, but that’s probably mostly with brands I properly love or am into maybe like shoe brands like I would never buy off brand vans or Dr Martens for example IP: and what about razor brands? RP: hmm, yeah I would pay a bit more for quality because you know it’s going to last longer but still if it’s ridiculously expensive then I just won’t buy it at all and would rather go for the cheaper option IP: what do the rest of you think? JA: Yeah I’d probably agree with that HW: same DN: If I was rich then I would probably invest in properly good razors but at the moment I probably wouldn’t spend more than £100 in total for everything I need because I still want quality but not just expensive for the sake of it HW: £100 is still quite a bit though DN: not when you think about all the bits on top of razors, like brushes, soap, oils, shaving cream, electric trimmer and all of that HW: yeah true actually, I was thinking just one razor haha IP: Anything else that puts you off brands? John? JA: Uh, if a brand’s website is bad then sometimes that can put me off straight away, like sometimes they will just look really ugly or confusing which makes me immediately think they I probably don’t want to be shopping with them LD: Yes…that’s so annoying I can’t stand it IP: Do you online shop a lot? Is it something you would do for razor brands? LD: I do all the time I’m constantly shopping online, haha, I haven’t done yet for razor brands but I might start haha I just never thought to JA: Yeah, with that though it’s quite hard to know whether to trust a brand if you’re only seeing it online and nowhere else, another reason why a good website can help a brand because if it’s badly designed then it just screams dodgy HW: I know slightly off topic, but one thing that is good on websites is like, I appreciate when a brand does something that makes my

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life easier or is helpful, like how some clothes websites show what goes with the clothes you’ve already bought LD: Yeah that can make things easier IP: That’s a good point, so John you said you think it’s hard to trust a brand if it’s just online, so do you think it’s important to be able to have contact with products before buying? JA: Definitely with new brands I feel, because you’ve never heard of them before, if they were on TV all the time or people I know were using it then it wouldn’t be a problem but with something new I haven’t heard of before I probably wouldn’t buy it out right without seeing it in person or seeing reviews or something IP: Would you all agree with that? LD: Yeah HW: Yeah RP: yeah I think it’s important JA: also, I think being able to interact and be involved can make me take notice of, like, a brand I wouldn’t have otherwise because it draws you in and makes you want to know what it’s all about DN: That’s an added bonus, I agree, it’s not so much a problem with bigger brands but I think you’re starting a new one aren’t you? IP: Yes it’s a start-up DN: So you’d probably need something that would make me be like, this looks exciting, for me to take notice and stop using what I already do IP: So one of my ideas is to have a pop-up store to kind of give customers an experience with like in-store barbers so you can get a free trim and style possibly, would that be something that would do that for you? DN: I like that idea! HW: That would make me take notice, I’d never turn down a free trim and it would give me a chance to try out the products and if It impressed me I would be more likely to buy something JA: Same LD: Yeah I like it, there would have to be like clear signs and stuff so people would know it was happening though IP: Oh yeah, definitely, so in general when brands do stuff like this and have more than just a product, what is your reaction, do you like it? JA: I do HW: Same, it makes it more special, I guess? DN: I agree, if a brand does something a bit different that I don’t see very often, is funny, or just looks good then yeah I would probably take a photo and post it online which just shows it’s more effective than just having a product on a shelf IP: That would be good, as it would spread the brand further DN: Exactly! IP: Okay, so one last question as I don’t want to keep you too much longer, I will also be doing a collaboration with a fashion brand of some sort, how do you feel about limited addition products? Would you buy them, if a brand brought out a specially designed version of a product would that be something that would interest you? JA: I think, going back to what one of these guys said earlier, can’t remember who it was, that I probably would if it was a brand I cared about, because if it was more money then I would have to either really like the design or really like the brand to buy into it LD: True, like just look at Supreme, people are obsessed with that brand when it’s all quite simple, when they do collaborations it’s always limited edition and people go crazy for it because they love the brand JA: Yeah yeah! Limited edition does give products an extra appeal I think IP: Rob, what about you? RP: I would yeah, especially if I was really into the brand, I guess it makes it feel more like something you’d want to keep a hold of and sometimes it’s nice to just have a nice design on something DN: I think with like razor brands and stuff it would be nice to have limited edition designs as it makes it more exciting and freshens it up a bit possibly IP: Okay, if no one has got anything else to add then that’s all I need I think, thanks so much for doing this.

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APPENDIX 5: CONSENT FORMS

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