Van Der Hagen – Challenge
For an 80+ year old national men's shaving brand, Van Der Hagen was FAR down the list on any sales or awareness lists.
Started by a Dutch immigrant using surprisingly high-quality ingredients and raw materials, the brand drastically needed a facelift to stand out/apart.
Strategy
Focus groups said grooming brands they respect are authentic, and allowed to be a little quirky; in fact quirky + a touch eccentric is even more authentic. So we led with the Van Der Hagen’s authentic, proudly Dutch voice.
GET – Status-conscious shavers who value a quality grooming experience
TO – Believe that a Van Der Hagen shave is the original craft grooming experience
BY – Proving our precise, time-tested approach to men’s grooming delivers THE BEST shaving experience
Content
DER BEST. Amazing formulations. Natural and organic ingredients. We put Van Der Hagen's handcrafted grooming products in Instagram and retailer media - even on the street – talking up the secret, small batch process Pappy Van Der Hagen brought to the U.S. from his native Holland. From razors to skin treatments, the Van Der Hagen voice was Dutch confidence, precision, and care - with a quirky smile.
