Old Spice is finding a way to lessen the blow that COVID-19 has had on the grooming industry. With less people needing to shave but more wanting content on social media, Old Spice’s new building holds just the solution. Read more about Ohio’s Old Spice Barbershop that doubles as a content studio from Robert Williams at Marketing Dive below!
P&G’s plan to open a barbershop inspired by Old Spice is a way to directly engage consumers with the men’s grooming brand, while also marking a return of experiential marketing efforts that had been suspended during the pandemic’s earlier days. Many barbershops closed temporarily last year amid concerns about the transmission of COVID-19, and stay-at-home orders led to lower demand for grooming products. Old Spice is now reversing course with the opening of a brick-and-mortar location that doubles as a content production studio to extend the experiential effort to digital platforms including social media.
By enlisting celebrity barbers and their clientele to participate in the activation, Old Spice can create original, brand-safe content that entertains viewers. It’s the latest step in positioning Old Spice as a helpful brand that can instill personal confidence, especially among younger men. That theme is central to Old Spice’s recently launched “Smell Ready for Anything” campaign aimed at inspiring people to break out of their pandemic-related funk in a humorous way, consistent with the off-beat tone of its previous creative campaigns.
Read more about this unique business endeavor on Marketing Dive.