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  • Curly, coarse hair; be gone
  • Curly, coarse hair; be gone
    Bevel (2014) ©
CASE STUDY

Bevel: speciality shaving for African Americans

Around 80% of African American men suffer from painful razor bumps. The most effective solution? Give up shaving altogether. But for those that favour a clean shave, that’s not necessarily a feasible option. Can Bevel disrupt the shaving market and become the Procter & Gamble for black people’?

Location United States

Scope
The ethnic makeup of the US has reached a significant milestone. For the first time in the nation’s history, the majority of babies being born are not white. [1] This shift will impact everything from education to healthcare to politics. And it’s an opportunity for brands to step up and meet the needs of a changing demographic.

With the intent of becoming the Procter & Gamble for black people, Walker and Co. is a packaged-goods company that’s designing products to tackle problems more present among African, Asian and Hispanic Americans. Its first product to market ...

Canvas8

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