Bevel

case study

From Launching One Game Changing Razor to Becoming the Leading Masstige Head-to-Toe Grooming Brand

Overview

First and Last PR is proud to be the Agency of Record for Walker and Company Brands, the makers of Bevel, since late 2019 with a goal to highlight the groundbreaking products for men’s grooming as well as the important mission to praise, protect and support their core consumers.

Our partnership continues to drive core messaging around Bevel’s socially driven campaigns including “Created for Kings”, “Get Your Mind Right”, and movements towards Anti-Recidivism as well as new product launches, showcasing the brand’s dedication to Black men and creating solution-oriented products that honor them.

Practice Areas

Beauty & Grooming

our
 approach

Bevel came to First and Last PR with the objective to tell their story through the lens of honesty and authenticity. First and Last PR was thrilled to work with Bevel, a brand with a unique position in the men’s grooming market. Very few brands champion the dedication to and passion for their core consumers like Bevel, making this a truly exciting partnership for First and Last PR. First and Last PR came up with groundbreaking ways to further highlight Bevel’s unique products, grooming solutions and prosocial campaigns for their market.

The  challenge

01

Spread brand awareness beyond current consumers as the brand relocated national headquarters from Silicon Valley to Atlanta

02

Generate buzz about new product launches and existing collections

03

Keep Bevel products top of mind during COVID-19 global pandemic and retail shutdown

04

Disseminate Bevel’s brand positioning in midst of national movement around racial injustice

05

Establish message of Bevel brand as synonymous with the most trusted grooming solutions for him

OUR   strategies

01

Develop product awareness and exposure with press via strategic, targeted communication plans

02

Provide access to Bevel’s Founder and CEO, Tristan Walker, as a trusted and inspirational business leader

03

Introduce the brand’s latest product launch utilizing a curated mailer to beauty and grooming press

04

Build key editorial relationships through diligent management of desk-side meetings with business reporters, industry experts and beauty editors to allow for future story opportunities

05

Plan and execute exclusive editor pop-up barbershop and grooming lounge to launch the Bevel Pro All-in-One Clipper and Trimmer opening the door for interviews, social content creation and story angles

06

Submit Bevel for leading grooming awards from top publications and industry organizations and manage awards campaign(s)

07

Diversify brand leadership representation with the Bevel executive team with interviews and speaking opportunities for increased exposure

our
 results

First and Last PR garners big results for Bevel’s key initiatives by securing highly visible media placements with key connections and storytellers, promoting Bevel’s mission to support black men from a grooming angle as well as a societal one.

Bevel is established as the go-to head-to-toe grooming brand for Black men

First and Last PR secured a complimentary 4Q flight via popular streaming app, Philo, as a part of a $1M impressions pledge.

To date, First and Last PR has garnered many prestigious awards for Bevel, including: 2021 GQ Grooming Awards for best exfoliator (2-in-1 Exfoliating Pads)

AskMen 2021 Grooming Awards for best hair styling product (Bevel 2-in-1 Pomade). | AskMen 2022 Grooming Awards for best body lotion (Bevel Body Lotion)

Allure’s Best of Beauty Awards for best exfoliator (2-in-1 Exfoliating Pads) | The Manual Awards. | Spy’s 2020 Man Awards for Best beard oil

Bevel is consistently featured in top media outlets including Bloomberg, Buzzfeed, Byrdie, CNBC, CNN, Esquire, Forbes, GQ, Gear Patrol, Harper’s Bazaar, The Manual, Men’s Health, Oprah Daily, Vogue, Today.com, Spy, and more!

Top holiday gift guide presence in GQ, Esquire, Vanity Fair, Vogue, Business Insider, Buzzfeed, Bustle, Essence, New York Post and more!