mission: take beards to the next level.

After the pandemic, men were grooming their beards at home. But for those serious about their beards, frustration was growing. No at-home trimmer had the level of skill or precision they wanted. Legacy innovator, Wahl® Grooming, was paying attention. And created the most advanced beard trimmer to date: The Wahl® PRO SERIES™ High Visibility™ Trimmer. It was HY’s job to handle the full-service global roll-out.

For the global launch, we didn’t ask men if they needed the trimmer – we asked if they qualified at every touchpoint with one question: Are You A Serious Beardsman? From the global broadcast spot to an extensive digital paid media plan to a medicine cabinet box mailer opened by influencers to a U.S. landing page, the premium trimmer was shown creating next level beards. Then, the ultimate Serious Beardsman, Actor Jeffrey Dean Morgan, joined the conversation and a community of Serious Beardsmen began to say, “that’s me.”