0207 580 4312
CAPSULE COMMUNICATIONS LTD
8 MARYLEBONE PASSAGE LONDON, W1W 8EX
How do we amplify a luxury grooming brand in an environment where men’s media platforms are sparser than ever before?
We identified key titles with a hyper engaged audience within the grooming arena, to position Daimon Barber as a new, independently owned, British grooming collection which offers a diverse collection of products.
When pitching to media we emphasised the brand’s key sell-ins: affordable luxury created with premium grade, high-performance, British sourced ingredients with proven results. This paired with targeted gifting to major players in both the media and VIP influencer landscape, meant the full range sparked excitement with expert commentary – showing positive credentials, setting Daimon Barber’s brand narrative apart from other grooming brands, whilst announcing them as a new emerging brand.
Capsule’s VIP outreach really put our campaign into 5th gear, using a traditional tailored method: personalised pitching to a carefully curated list of future brand advocates. The full range was then sent in luxury gift boxes with a handwritten note from the founder for an added personal touch. This resulted in invaluable organic social sharing from hugely aspirational public figures including front-row grooming hero Toby Huntington-Whitley, who created a full Instagram reel incorporating the brand into his daily grooming regime and even the seal of approval from the legendary David Gandy.
Finally, to link all platforms together, we seeded to high profile VIP groomers and barbers. This drove professionally led content for us to repurpose and this further expert accreditation sparked interest from other industry favourites. This particular seeding campaign was fundamental in solidifying the brand as ‘the modern man’s grooming brand’, whilst achieving tutorials which could be repurposed to endorse personalisation and encourage consumers to master their own personal style – especially when there is a surge of free expression in today’s culture.
Key wins include multiple features in GQ and Esquire.
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