The historic Italian shaving brand Proraso launches social media videos in the United States to capture and celebrate the authenticity of the barber-client relationship and establish leadership on the US market.
Barbershops in the United States have long been a forum of local culture, where armchairs were comfy, shaves were incomparably clean and close, and the conversation lively. A men’s haven of camaraderie frequented for a hiatus of relaxation and grooming.
So what’s next in the world of men’s grooming in the US? What’s Next is the new US social campaign by the Italian shave brand Proraso, intent on attaining a leadership position in the US market and the world.
Proraso was founded on core brand values based on tradition, loyalty, respect, comfort and trust… synonymous with the relationship individual clients have with their barber. Like an artist’s brushstrokes, the barber’s every gesture is precise and methodical, almost rhythmic – establishing much more than a mere routine, but rather a grooming ritual, the steps of which the client then comes to expect in same order every time, always knowing what’s next.
For the initial launch, some of the best barbers and barbershops – not actors or studio sets – in Boston, Los Angeles, New York and Salk Lake City were selected to be featured in the videos. Even their r “co-stars” were chosen from among they loyal clientele. Moreover, all the barbers involved were already enthusiastic about using Proraso shaving products in their trade on a daily basis.
These stories are intended to remind us that barbers are the heart and soul of the shaving industry. Real people, real products, real feelings… dedicated to making men look their best and feel good about themselves, restoring self-confidence and re-energizing them for a day’s work, a special occasion, an important business trip, a vacation, or just a relaxing day at home. After a perfect shave, you’re always ready for What’s next….