Established in 1805 by William Francis Truefitt, Truefitt & Hill earned the distinction of being the hairdresser to the British Royal Court, receiving their first Royal Warrant from King George III. However, the brand faced competition from newer shaving companies like 'The Art of Shaving,' prompting the need to launch the oldest shaving brand in the U.S. with a fresh and credible approach.
Designed at 98pt6, NYC
ANIMATING INSIGHT
Working with men’s grooming experts and young males entering the shaving zone, we uncovered a ripe opportunity: the clueless (about shaving) but silently suffering American male. The brand became the perfect British butler/mentor, and the packaging and language gave the brand both class and wit, much like the British male at his finest.
“What men don’t know about shaving could fill a brand!”
—Julie Cucchi, 98pt6
GROOMING MEN FOR GREATNESS
The solution was to Rely less on history and more on the brand’s philosophy of luxury and educating discerning gentlemen. 'Grooming men for Greatness' was a strategic call to action. Patterns were created for all the different fragrances, and the brand adopted a rich, informative, and witty copy style.
The brand relaunched with a flagship store in Caesars Palace Las Vegas. Since 2005 it has opened stores in Azerbaijan, Canada, India, S. Korea, Malaysia, Singapore, and Thailand.
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Designed at
98pt6 NYC
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Creative Director
Nin Glaister
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Strategy Director
Julie Cucchi