The Art of Shaving is an upscale men’s grooming company that has benefited from the recent comeback of facial hair. Since 1996, they’ve expanded their product line from razors and cream to skin care, hair and fragrances. Procter & Gamble purchased the company in 2009 to diversify their products to market to both him and her. They teamed up with advertising agency BBDO New York to launch the brand’s first national advertising campaign.
The front features a great product photo that makes your eyes gravitate towards the cream because it elicits a comforting, relaxed feeling. It looks like whipped cream or ice cream, which triggers your hunger for something sweet. By using the die cut along the shape of the brush, they build anticipation for the what’s inside because the content is partially visible. The scratch and sniff technology is perfect for this holiday peppermint shaving cream. I believe this mailing targeted wives using a 20% off coupon to buy their husbands Christmas gifts. Just use the offer code: Peppermint. Genius.
|Paper||100 lb. Gloss Cover|
|Ink||4c/4c + PMS Red + Scented Coating|
|Size||Flat: 15.875 x 6 | Final: 7.9375 x 6|
|Process||Die Cut; Strip; Fold; Spot Glue; Sort, Tray, Mail|