Marketing Currents - Business and Marketing Current Events

P&G’s Old Spice to open first barbershop, doubling as content studio


P&G’s plan to open a barbershop inspired by Old Spice is a way to directly engage consumers with the men’s grooming brand, while also marking a return of experiential marketing efforts that had been suspended during the pandemic’s earlier days. Many barbershops closed temporarily last year amid concerns about the transmission of COVID-19, and stay-at-home orders led to lower demand for grooming products.

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Discussion Questions:

  1. How has the pandemic impacted the business of barbershops?
  2. Based on information from this news story, describe this initiative from Old Spice.
  3. Why would Old Spice open a barbershop?
  4. What is a content studio?
  5. Why do you think the barbershop will also serve as a content studio?
  6. What is consumer engagement?
  7. Why is consumer engagement important to brands like Old Spice?
  8. How might this initiative help Old Spice to increase levels of consumer engagement?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.