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.
Focus
Using scent as the primary emotional trigger — nostalgia, memory, and discovery.
Creative shift
Shifted emphasis from technical shave performance to scent storytelling. Creatives highlighted how each release evoked specific moods and memories, positioning products as experiences to explore rather than utilities to consume. Limited batches, founder-made production, and small-run availability were brought forward to reinforce exclusivity and collectability.
Lather quality and shave performance were treated as reassurances, not the hook.
Effect
Turned each product into a collectible rather than a refill. This encouraged repeat purchases driven by curiosity and emotional attachment, with customers returning to experience new scents rather than simply replace a used product.
Focus
Making sure the brand sounded as bold and weird as it looked.
Creative shift
Lockhart’s already stood out visually through bold illustrations and packaging. The focus was to carry that same wit and irreverence into ads and messaging. Founder-led videos and the brand’s natural humour were leaned into, not polished away, letting personality do the stopping while product performance followed as reassurance.
Effect
The brand didn’t just stand out visually — it felt unmistakably Lockhart’s everywhere. Ads looked and sounded nothing like typical grooming brands, which made them memorable, scroll-stopping, and hard to confuse with anything else.
