When Schwarzkopf PR & Digital Media Manager, OSiS+ Senior Brand Manager Sonya Latreille set out to communicate that Schwarzkopf’s OSIS line is perfect for men’s grooming needs, she wanted to convey this message in a non-traditional way. Instead of a model in a suit on a set she worked with a stylist in character in a subway car. Matty Conrad, Schwarzkopf Men’s Grooming Ambassador, plays around with a persona that Latreille describes as “a combination between Ron Burgundy and ‘The Most Interesting Man in the World’" in new videos produced by Latreille and starring Conrad. His professional chops (he is a salon owner, award-winning stylist and a photographer) give the videos credibility and the character he assumes keeps them humorous, relatable and memorable.
“When we started to think about how to let stylists know about this well-kept secret—that OSIS has everything a salon might need to get in the men’s business—we thought the perfect person to say, ‘Don’t let those handsome dollars go out your door’ would be Mattie,” says Latreille. “He is helping us introduce our new ‘Barber in a Box’ and he also put hours into designing it and deciding what should be included, right down to the apron.”
Barber in a Box, launching in July 2015, is a self-contained barbering kit that contains marketing and educational materials plus OSIS products and even a Wahl Clipper.
“It’s everything a traditional salon needs to make them comfortable in entering the men’s business,” says Latreille. “We have an instructional DVD of classic haircuts that are not too trendy and are right for any age man.”
The brand awareness videos show Conrad in a vintage car against a meant-to-be-obvious faux background and also in a New York subway car, transformed from hum-drum to handsome with some OSIS products and barbering magic. Look for these videos to launch, soon.
“This whole concept has been a year and a half in the making. I looked at our industry and our competitors and the way we traditionally market to men and wanted to take a different approach. This character Matty has created is fun, entertaining and still gets the point across--catering to men is good business.”
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