Braun and local actor Hu Ge remind us about the ‘back story’ – New Campaign


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).

Let’s have a look at the poster and video campaign


Life will always have some low points


When you think of quitting, just keep pushing yourself


#the extraordinary back story is “every time you are really push yourself”


#the extraordinary back story is “because after you push yourself, you have an unbreakable sense of self confidence”

Watch Braun’s new video with Hu Ge here

About Author

Jerry Clode

Jerry Clode is Head of Digital & Social Insight at Resonance. He leads Resonance SMART, providing leading-edge research, strategy and naming for brands in China using bespoke methodologies. Jerry also produces Resonance's popular China Social Branding Report, a bi-weekly publication covering modern marketing methods of the world's top brands.

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