Last month we released a case study on the marketing success of Harry’s, a online grooming company centred around creating affordable and bespoke shaving experiences.
Beardbrand, launched in 2012 by founder Eric Bandholz, is a similar direct-to-consumer brand but with a different mission – to change the way society views beardsmen by replacing negative stereotypes of being lazy or unkempt with a new perception of being classy, well-groomed and stylish.
In 2014, Beardbrand founder and CEO Eric Bandholz appeared on an episode of the reality television series Shark Tank, but unfortunately didn’t get an investment from the sharks. However, this did not stop the company going on to become a household name, and generating over $100 a month in revenue.
We’re putting the Beardbrand marketing strategy, and its various facets, under a microscope so that you can identify which of their tactics could be implemented by your brand to achieve a similar or greater level of success.
A Place to Belong
Nine years ago, as Eric Bandholz was gearing up to launch Beardbrand, facial hair was considered at odds with a professional image. Something for lumberjacks and survival hobbyists.
Eric recognized that unshaved and uncivilized need not be synonymous and, provided that a beard was well kept, it could be as valid in the professional setting as a tie pin or wristwatch. But his ambition didn’t stop there, Eric knew that to change people’s perception and get a loyal following, he needed to foster a community that appreciated beards and their upkeep.
Further, it was important to…
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Updated December 2022
