As Chinese men spend more on their appearance, facial hair styling has become a prominent feature of mens grooming. As a result the market for blade and electric solutions has become intense.
Faced with the need to cut-through with a new generations of Chinese males, Braun has collaborated with popular Chinese actor Hu Ge to focus on the “the back story that contributes to the look”. Both Hu Ge as a actor, and Braun as a global brand, show that a lot of emotion and effort occurs well before the ‘final result’.
Under the tagline #不凡背后 （the extraordinary back story), Braun launched a online video and digital poster campaign focussed on Hu Ge’s hypothetical preparation for a stage role. As part of the journey he admits to ‘experiencing lows’, and writing notes to himself to remain motivated. At the end of the video, that is “only by paying attention to every detail, can you find an “extraordinary version of yourself” (不凡的自己).