Groom Guy is a place that sees the barber as the holy priesthood of mens hair culture. They’re the recognized caretakers that foster lifetime relationships and crafts people that cultivate art with electric clippers, scissors, and a razor. These simple tools have been passed down for centuries and still exist strongly within ever changing culture of industrial innovation. I’ve got to give it to brand The Art of Shaving for painting a wonderful portrait of the industry by highlighting the barber-client relationship that is timeless, therapeutic and life changing. The healing powers of the barber have never been more clear and its a narrative Groom Guy holds dear. Here’s an excerpt from their recent campaign & watch the full video below.
For the new campaign, The Art of Shaving pays homage to the community that barbershops foster, while also finding ways to recreate such spaces within the contemporary climate. The barbershop is where a man’s personal style meets his grooming routine and Falguni Desai, the CEO of The Art of Shaving, views it as “a place of social interaction and a place where men learn from each other, give each other advice and help each other in various ways – beyond grooming.” As a response to the stay-at-home measures from COVID-19, The Art of Shaving has launched a Virtual Barbershop on Instagram where Master Barbers give tips on facial grooming and at-home haircuts. “The space was curated by our Master Barbers from across the country and we also partnered with some influential celebrity barbers,” explains Desai. “We wanted to offer our barbers and community a place to tell their stories during these uncertain times, just like people would in a physical barbershop.”