Cornerstone: Delivering a smooth shave

Cornerstone, the subscription-only male grooming brand, became the largest brand of its category in the UK through a strong and meaningful design.

Design consultancy: PathAdvertiser: Cornerstone

Executive Summary

In May 2014 Cornerstone didn't exist. Less than three years later, it is the UK's biggest subscription-only male grooming brand and is on course for a £100m sale in 2020.

How?

1. Strong branding, packaging and razor design

In a recent questionnaire, over 85% of Cornerstone subscribers gave the branding and packaging 4+ stars. 82% gave the razor 4+ stars. The razor design has won two shaving awards.

2. Punching above its weight on social media

Far exceeds the followers of direct competitors Bearded Colonel...

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