In grooming, people don’t just buy performance.
They buy confidence.
A good product doesn’t only fix hair or skin.
It changes how someone feels walking into a room.
So conversion here is driven by two things working together:
→ Visible results
→ Social validation
People want to see that it works, and that others trust it.
→ Real routines over staged shoots
→ Before/after and in-use proof
→ Testimonials and community voice
→ Third-party and partner approvals
→ Signals of identity (“people like me use this”)
The best creatives don’t just show grooming.
They show the confidence that follows it.
Focus
Turning everyday grooming into a confidence-building routine with visible results.
Creative shift
Moved from polished product shots to lo-fi, routine-led content showing real use across beard, hair, and skin. Used transformations, testimonials, and community reactions to add social validation, along with barber and partner-style approvals to signal trust beyond the brand’s own voice.
Effect
Connected product use to how users feel and how they’re perceived by others, not just how they look in a mirror. This mix of clear visual proof and third-party validation drove strong ROAS with low production effort and delivered peak performance during both evergreen and sale periods.
