Campaign Stats:

  • 24 Items of Coverage
  • Air Time: 91 Minutes
  • Audience Reach: 2.32 Million
  • Circulation: 563K
  • Estimated Coverage Views: 134K

4media group worked on an integrated campaign with WAHL grooming in order to boost brand awareness and promote their products. The campaign consisted of research, broadcast and news generation elements. Specifically the campaign cantered around the hidden beauty and grooming habits of the UK’s men.

Simon Shaw, Global Artistic Director at WAHL fronted the campaign, giving broadcasters and publishers more insight into the findings of the research.

The research of over 2000 men, conducted by our in-house research division, Atomik Research, aimed to find out more about their grooming routines. It revealed that the modern man likes to keep himself looking good and enjoys spending money to maintain his looks. But he’s not so open about the fact with his partner, as 38% of men surveyed said they hide their beauty treatments and products from their partner.

Some of the things they are choosing to keep secret include getting waxed, doing face masks, and buying products such as tanning products, face wash, hair loss treatment and even make up!

A quarter of men (23%) admitted that their spending has increased in recent years on maintaining their appearance. Reasons given include being more conscious of how they look (35%), wanting to spend more as they age (36%) and 29% said that they feel that it’s become more acceptable nowadays.

The campaign secured 24 items of coverage across broadcast and news outlets. Coverage highlights included BBC Scotland, BBC Radio Norfolk, BBC Radio Devon, The Daily Mirror, The Sun Online, The Scottish Sun online, Professional Beauty magazine, and more! You can view the full coverage here.

ASDA PHARMACY FLU INTEGRATED CAMPAIGNUnilever Surf: Flying the Nest Broadcast Day