Changing the Narrative: Black Men & Self Care
Bringing BEVEL’s brand values to life through an engaging, celebratory, and authentic brand experience.
BEVEL stands for more than signature fades and blades. It’s the first and only head to toe grooming brand for Black men with a range of products made with the best ingredients for their skin and hair texture.
To raise brand awareness at ESSENCE Festival, we needed to bring BEVEL’s brand values to life through an engaging, celebratory, and authentic brand experience that would highlight BEVEL’s products and demonstrate why BEVEL is THE brand for Black men.
Shaving is a rite of passage, steeped in tradition and personal connections for culturally connected Black men who are proud to be Black. That’s why we created the BEVEL Barbershop, an experience rooted in Black culture self-care.
Inside the shop, we brought BEVEL’s brand equity and product innovation to life with a series of programming titled the BEVEL Sessions, featuring a panel of leaders, entrepreneurs, celebrities, and influencers to discuss entrepreneurship, recidivism, mental health, and self-care.
Impact
By the end of the festival, Bevel was recognized as an inspirational and welcoming brand committed to driving economic and positive change. The experience generated a 20% YoY increase in sales during the festival and the website also saw an increase in traffic that weekend. It also garnered 26 million program impressions, over 40K Instagram impressions and consumer actions with the brand. Content captured during the event helped to increase engagement on social, generating, further validating BEVEL as a trusted brand invested in the Black community.