The men’s grooming company, Bevel, recently launched a video series campaign that explores the art of hair styling and shaving from the perspective of some of the most prestigious African American barbers in the United States. Bevel is promoting this video series on their social media channels using #BevelClassics.
Consumers are also being driven to Bevel Code, where they can view specific topics and sign-up for weekly tips on style and grooming. The series speaks to the history of black owned barbershops in the US and the cultural styles that have come out of them. Bevel aims to work with the barber culture, seeing them as influencers rather than competition. Tristan Walker, CEO of Walker & Co. Brands, stated that, “Barbers recommend products, and people listen and believe them, because they’re trusted advisers. We want to partner with barbers to help them evangelize the Bevel brand not only for the razors but for products to come.”
The Bevel campaign shines light on an important profession that shaped, literally, many iconic style movements in the United States and arguably the world. It also shows the brands understanding of its core consumer’s values and wisely collaborated with those who influence hold major influence on their consumer.