The key objective was to extend the brand/customer relationship beyond simply the in-store experience and transaction, so creating a more meaningful relationship – that, in the long-term, would solicit greater customer loyalty.

Our challenge was to find an appealing in-store promotional program that brought to life The Art of Shaving's point of view on shaving, retained the brand’s premium, quality connotations, and would serve to strengthen those equities in-store and beyond – while offering customers a sense of special value with their purchase.

Core to the brand's philosophy is a view that 'a perfectly clean-shaven face is an act of masculine pride' and one of the cornerstones of success. Shaving daily would keep guys engaged with the brand (and returning to buy its products), so we looked to embody this perspective through our brand's unique voice, which brings subtle sophistication, intelligent wit, and art to a practice most men consider a chore. The final design sought to embody these values and this tonality.

Our campaign initially rolled-out throughout New York only. However on the basis of the overwhelmingly positive reaction to the promotion – from customers and store managers alike – we are planning to roll the campaign out nationwide through the course of 2013.