Up Close On Grooming


Getting past 'vanilla insights' and into personal spaces in Europe, the US and South America

  • ‘Vanilla insights’ – they’re not a good thing. But the client felt this was what they’d been getting when trying to delve into the grooming rituals of young guys in various markets. Our key objective, then: to shed truly revealing light on shaving routines/styles and the areas of the body (all the areas!) considered for trimming.

  • We had a week to turn this one around, conducting a video blogging study (covering Brazil, the US, France and Germany) in which our participants filmed their shaving routines across seven days; from prepping for the working week through to detailed beard and body topiary before dates, social events and the weekend. Participants adding further detail via Tumblr blogs.

  • The results highlighted some distinct typologies, in the form of those looking to maintain a largely set look and those who are forever customising. We noted a change in the values imbued within shaving rituals, a greater quest for perfection and, perhaps less remarkably, the over-riding sentiment that the future will remain rather beardy…

  • We can’t get into the nitty gritty of the findings, but here’s a video showing a flavour of the work.