Wilkinson Sword's 'Date Night Mastered' Campaign Reveals Facial Hair Secrets to Dating Success

Wilkinson Sword has launched an integrated communications campaign to help men master the dating game. “Date Night Mastered”, conceived by creative agency Space, has been built upon insights uncovered by an extensive study combining data science and qualitative research analysing facial hair in the context of modern dating.

Armed with data, Wilkinson Sword is shedding new light on facial hair trends, regional preferences, and perceptions of different beard styles from over 3000 UK respondents; and will be running a multi-media push over the coming months encompassing PR, social, influencer, digital, and events. The campaign builds on the brand’s new ‘Blade Masters since 1772’ positioning and comedic TV and OOH ads launched in May.

With dating being an occasion when men want to feel supremely confident in their appearance, the “Date Night Mastered” campaign aims to equip them with the knowledge that facial hair styles significantly impact not only attractiveness but also perceived personality traits. And that the right facial hair style, and how to achieve this, can increase dating success.

Wilkinson Sword partnered with popular dating app, Thursday, to put its research findings to the test at its weekly singles dating events. A unique AI-enhanced barber salon, helmed by award-winning barber, Dan Gregory allows guests to transform their faces and test out different facial hair styles before committing to a shave. The Wilkinson Sword ‘Blade Master’ AI grooming consultations educate men on the best styles to suit their face shapes and dating ambitions drawing on the findings of the study, which was undertaken by market research agency, Opinium with Professor Tim Andrews, a behavioural scientist and expert in facial perception.

Euan Condron, brand manager – Wilkinson Sword at Edgewell Personal Care, commented, “Wilkinson Sword is on a mission to inspire shaving confidence in men. Dating is one of those occasions when men want to feel especially confident and to look their best. So, we’re not only arming men with the best tools but also the insights and know-how to help them master a subject at the heart of many young men’s lives - the dating game. We’re delighted to have undertaken the UK’s first study analysing facial hair in the context of modern dating and look forward to sharing our learnings and grooming advice with the British public in a series of initiatives we have planned over the coming months”.

Jason Nicholas, managing partner – Space, added, “As the longest-standing brand in the category, no one knows blades better than Wilkinson Sword. And now, no one knows more than them about what types of facial hair styles work best in the dating game thanks to the extensive study that we’ve pulled together”.

In addition to creating the “Date Night Mastered” idea and securing and managing the various partners involved in the campaign, Space has been responsible for all media relations, the design of a “Date Night Mastered” report, and the creation of content assets for TikTok, Instagram and on the Thursday app. VCCP Media has been responsible for the media planning and buying for the campaign.

During the Euros, the brand also rolled out its Blade Master AI consultation experience in London’s Shoreditch within a customised London bus transformed into a premium, mobile barber salon and bar. 

Earlier this year, Wilkinson Sword undertook a major revitalisation including a new brand platform, “Blade Masters since 1772”, to showcase its over 250-year expertise in blades. It also redesigned its packaging to give it a modern look and to improve stand out and navigation at shelf. The brand’s latest advertising campaign, across TV, digital and OOH, has injected fun and humour into a staid male grooming category.

The aim of this revitalisation was to recruit more men and inspire them to choose products that offer better performance and care by putting pride, value, and confidence back into the blade. “Date Night Mastered” builds on this strategy and is the first campaign designed to bring to life the brand’s blade mastery with young UK men through rich content and experiences relevant to their lifestyles today.

Space was appointed to the Wilkinson Sword creative agency roster at the start of 2024.