Overview

For many men, the relationship with their barber is more than transactional—it’s a bond built on trust, precision, and personalized grooming services. However, while barbers are revered for their expertise, L’Oréal Men Expert wanted to capture this personal connection in a product range dedicated to men’s grooming, specifically for beard care. The challenge was to drive awareness and create a deeper, more personal relationship between the brand and consumers that mirrored the trust they have with their barbers. 

Solution

L’Oréal Men Expert introduced the Barber Club, a grooming range inspired by professional barbers, offering specialized products such as beard oils, balms, and washes tailored to different beard lengths and skin types. To enhance consumer engagement, we crafted a personalized rewards experience with a special privilege card. Upon purchasing products worth ₹1,500 from the range, customers could choose from five curated lifestyle rewards, including a ₹250 Taxi voucher, ₹250 Pizza voucher, ₹250 Movie voucher, a free haircut and beard trim, or a 3-month Gaana subscription. 

Impact

The Barber Club campaign successfully combined authentic grooming solutions with tailored lifestyle rewards, driving higher engagement and building a strong emotional connection with consumers. By offering rewards that resonated with men’s lifestyles, the campaign provided greater value than a typical barber visit, reinforcing brand loyalty and personalizing the customer experience. The program saw an increase in brand awareness and product purchases, establishing L’Oréal Men Expert as a trusted partner in men’s grooming.