Connecting NEW TECHNOLOGY TO MEANINGFUL BENEFITS that motivate men
The Challenge
The world’s largest shave care brand was losing relevance, love, and loyalty in the face of shifting consumer trends and cultural norms. They needed big ideas to increase the relevance of their innovation pipeline.
The Approach
WG identified a range of new experiential and multi-sensorial innovation platforms, connecting new consumer needs with technologies and assets that stretch the brand into new and disruptive spaces for men’s shaving.
The Opportunity
As a result of our ideas, our shave care brand designed a “lab” as a powerful new platform to drive innovation, experiences, and technologies for premium grooming and skin care. The lab’s focus has become the sub-brand to launch premium high-tech products that reinvent the classic shaving experience, such as a heated razor.
