Rewards found in shaving

Share this content:
Rewards found in shaving
Rewards found in shaving
The Offer: The Art of Shaving's first national advertising campaign launched in November. It included print and outdoor spots, accompanied by direct mail pieces inviting customers to become part of the brand's Perfect Shave Rewards loyalty program. The mail piece offered $25 off a $75 purchase, while online entrants received free ground shipping on a $50 purchase. All members could also opt in to receive news and promotions from the brand. 

The Data: Users can sign up online at or by sending in a sign-up form included in the mail piece. The data collected includes name, e-mail address, age and location. 

The Channel: Print ads for the Procter & Gamble brand appeared in men's lifestyle magazines, while outdoor ads appeared nationally in locations that included New York's Grand Central Station. 

The Creative: Using the tagline “Welcome to the Brotherhood of Shaving,” images and copy highlight the role that high-quality products play in a man's lifestyle and in getting a better shave. BBDO New York handled the creative work. Ads are lighthearted and instructional and remind men not to compromise their appearance or skin. 

The Verdict: The visible reasons to join the program are vague: Saving $25 after spending $75; access to promotions; and “exciting news and updates.” What news can there be in the world of shaving? The tagline I liked best was “Welcome to a Brotherhood of Shaving.” The materials could explore this theme more deeply. For example, the team could have shown other members in order to demonstrate there was something of which to be a part.

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above