Treatwell, Europe’s largest beauty bookings platform which welcomes thousands of users into salons each month, has recently turned its attention to the booming male grooming industry. 

To reach millennial males, R. Agency created culturally relevant content with an influencer they love – ex Lover Islander Chris Taylor – in a place where they inhabit – TikTok. 

According to insight, 35% of males use a reference photo of themselves at the barbers. Chris created a humorous video which showed what happens when you don’t use a Treatwell salon – losing his trademark quiff. 

The content has had more than 727k views and 9,880 engagements across platforms. Brand tracking has shown an uplift in awareness for the target market.