Challenge
Introduce a new beard care ritual and a new line of products for that.
Idea
Partnership with Corleonne barbershop and usage of ambassador Carmelo Guastella as the main asset to connect the tastemakers and the press.
Execution
· Dove Men Expert Shave chosen as exclusive product in the barbershop, environment take over and barbers trained with the 4 steps of the ritual.
· Carmelo participation to talk to journalists, tastemakers and relationship events.
· Press Relations and constant releases.
Results
· 2-year distribution and display partnership in all of Corleonne chain.
· Presence in all male e lifestyle vehicle titles defined in the creation of the Project
· Carmelo was established as the spokesperson of the brand to the national press.
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