Design consultancy: Path
Advertiser: 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.


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 and Shavekit on Facebook, Twitter and Instagram. 2x Wilkinson Sword's Twitter followers and streets ahead of both Gillette and Wilkinson Sword on Instagram. Weekly Facebook engagement just behind US brand Harry's which has almost 7x as many followers.