Wahl took the occasion of the just-concluded International Home + Housewares Show to announce an updated marketing initiative in support of its lithium ion grooming tools. The company plans a facelift of its giant mobile barbershop, which is entering its sixth year of service, and a new approach to related promotion, now designated the “Face the Day” tour.
The new slogan reflects the growing popularity of facial hair, Wahl said, and the need for products and education to support new styles guys are sporting today. As spring arrives, the tour will travel coast to coast, coaching guys on grooming and helping them put together the right look, all the while promoting the company’s line of lithium ion tools.
“Sixty million guys across the country sport facial hair at some point during the year and many are changing up their look or want to freshen up their look,” said Steve Yde, Wahl director of marketing. “Our mission with the new tour is about helping guys find the look that is best for them while providing the tools that give them the confidence to face the day.”
Wahl’s tour will travel to major fairs and festivals in more than a dozen cities throughout year’s end, providing free facial hair trims and advice courtesy of Wahl’s 30-foot mobile barbershop and team of haircutting pros. The tour supports charitable organizations including Movember and the National Fallen Firefighters Foundation. A full schedule of 2012 tour stops will post to wahlnation.com shortly, the company noted.
Beside the Face the Day Tour, Wahl’s 2012 lithium ion marketing campaign includes national TV advertising as well as print and online ads. Wahl will run gift guide promotions in men’s consumer magazines and online outlets heading into the summer months and holidays, the company stated. The line of lithium ion products also is the focus of a Times Square billboard campaign that features a Wahl item every hour throughout the year.