A premium grooming line, in a country that takes facial hair personally.
A premium grooming line, in a country that takes facial hair personally.
A premium grooming line, in a country that takes facial hair personally.
The Brief
King C. Gillette is the premium grooming arm of Gillette, oils, balms, washes, and razors built for men who treat their beard like a statement, not a chore. The line was launching in India, a market that takes facial hair more seriously than almost any other in the world. We were brought in to build its social presence from the ground up.
Industry
FMCG
Services
Social Media · Content Strategy · Copywriting · Creative Direction
Category
A premium grooming line, in a country that takes facial hair personally
Client
King C. Gillette
The Challenge
Premium men's grooming in India is a strange room. Beards here aren't a trend, they're a cultural inheritance, religious, regional, generational, deeply personal. Add to that the trap most beard brands fall into globally, which is sounding like every other beard brand globally. KCG needed a voice that felt premium enough to justify the price, considered enough to respect the audience, and distinct enough to not blur into the category.
The Brief
King C. Gillette is the premium grooming arm of Gillette, oils, balms, washes, and razors built for men who treat their beard like a statement, not a chore. The line was launching in India, a market that takes facial hair more seriously than almost any other in the world. We were brought in to build its social presence from the ground up.
Industry
FMCG
Services
Social Media · Content Strategy · Copywriting · Creative Direction
Category
A premium grooming line, in a country that takes facial hair personally
Client
King C. Gillette
The Challenge
Premium men's grooming in India is a strange room. Beards here aren't a trend, they're a cultural inheritance, religious, regional, generational, deeply personal. Add to that the trap most beard brands fall into globally, which is sounding like every other beard brand globally. KCG needed a voice that felt premium enough to justify the price, considered enough to respect the audience, and distinct enough to not blur into the category.
The Brief
King C. Gillette is the premium grooming arm of Gillette, oils, balms, washes, and razors built for men who treat their beard like a statement, not a chore. The line was launching in India, a market that takes facial hair more seriously than almost any other in the world. We were brought in to build its social presence from the ground up.
Industry
FMCG
Services
Social Media · Content Strategy · Copywriting · Creative Direction
Category
A premium grooming line, in a country that takes facial hair personally
Client
King C. Gillette
The Challenge
Premium men's grooming in India is a strange room. Beards here aren't a trend, they're a cultural inheritance, religious, regional, generational, deeply personal. Add to that the trap most beard brands fall into globally, which is sounding like every other beard brand globally. KCG needed a voice that felt premium enough to justify the price, considered enough to respect the audience, and distinct enough to not blur into the category.
THE APPROACH
THE APPROACH
THE APPROACH
We built the social presence around a single idea, The King is in the Details. A line that nodded to the brand's namesake, leaned into the apothecary-grade heritage of the products, and gave the audience a worldview to sit inside. Beards weren't just facial hair, they were a discipline. Scent wasn't just a feature, it was a signature. Grooming wasn't a routine, it was a ritual. Every piece of content was written and designed to sit inside that worldview, with a feed that read less like a brand selling you something, and more like a brand inviting you in.
We built the social presence around a single idea, The King is in the Details. A line that nodded to the brand’s namesake, leaned into the apothecary-grade heritage of the products, and gave the audience a worldview to sit inside. Beards weren’t just facial hair, they were a discipline. Scent wasn’t just a feature, it was a signature. Grooming wasn’t a routine, it was a ritual. Every piece of content was written and designed to sit inside that worldview, with a feed that read less like a brand selling you something, and more like a brand inviting you in.
We built the social presence around a single idea, The King is in the Details. A line that nodded to the brand’s namesake, leaned into the apothecary-grade heritage of the products, and gave the audience a worldview to sit inside. Beards weren’t just facial hair, they were a discipline. Scent wasn’t just a feature, it was a signature. Grooming wasn’t a routine, it was a ritual. Every piece of content was written and designed to sit inside that worldview, with a feed that read less like a brand selling you something, and more like a brand inviting you in.
THE OUTCOME
THE OUTCOME
THE OUTCOME
A social presence that gave KCG a distinct identity in one of the world's most crowded grooming markets. The brand entered India not as another beard care brand, but as one with a point of view. For us, a reminder that premium isn't a price point, it's a tone. The work you don't do is often what makes the work that lands.
A social presence that gave KCG a distinct identity in one of the world’s most crowded grooming markets. The brand entered India not as another beard care brand, but as one with a point of view. For us, a reminder that premium isn’t a price point, it’s a tone. The work you don’t do is often what makes the work that lands.
A social presence that gave KCG a distinct identity in one of the world’s most crowded grooming markets. The brand entered India not as another beard care brand, but as one with a point of view. For us, a reminder that premium isn’t a price point, it’s a tone. The work you don’t do is often what makes the work that lands.
Let's Connect
We've been waiting
for a brief like yours.
We say that to everyone. We mean it every time.
Let's Connect
We've been waiting
for a brief like yours.
We say that to everyone. We mean it every time.
Let's Connect
We've been waiting
for a brief like yours.
We say that to everyone. We mean it every time.