Proraso is a cutting-edge (or razor’s-edge, perhaps) shaving and men’s grooming brand that mixes cool vintage Italian style with high-quality products.
Founded in Italy, Proraso has helped more than three generations of clean-shaven, bestubbled, bearded, and mustachioed men to look their manly best.
Back in 2018, Proraso approached us looking to expand globally with a revamp of their brand and a new online retail direction.
We knew that throwing up a ‘same-old, same-old’ site using a Shopify template wouldn’t cut the mustard. That’s why we settled on a funky, yet practical Direct to Consumer (D2C) store that would fit the bill nicely.
Proraso needed something different to stand out from the crowd. That’s why they came to us.
Customers have more choice than ever in the shaving space. For that reason, the new Proraso D2C store had to be designed to be eye-catching and quirky. The main goal was to make a big impact and attract new customers, especially across Europe and the USA and Canada.
Ever since Dollar Shave Club disrupted the industry with their subscription service, online D2C stores have grown in popularity. The key to D2C success is to do things differently and engage customers more effectively than any competitors.
The pain points felt by professional barbers are different to those of everyday shavers. Our market researchers set out to find key value propositions that would resonate with barbers and hair care professionals around the world.
Our team of ecommerce specialists started by carrying out in-depth market research, before drafting the strategy for Proraso’s D2C website and starting on the design.
We wanted to create a striking visual and interactive experience to entice new customers and drive up sales. Our team put their heads together and came up with the following novel features:
“Find Your Formula” – a useful (and fun) experience for people who are new to Proraso products
“Complete the Shave” – an upsell feature to make sure that customers get everything they need for a perfect shave.
“Shave Search” – a personalized search feature to filter results by category, formula, and skin/beard type.
Functional, yet funky design is at the core of what we do.
For Proraso, the design had to be masculine, but suffused with an exclusive vintage feel. It was absolutely vital that all the features linked together smoothly.
The effort put into designing a razor-sharp D2C store paid off big time. Proraso’s online sales rocketed by 153%, creating a springboard to launch new growth-focused campaigns such as experiential marketing and rich media experiences.
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