Finally, FINALLY a men’s razor is stepping out of the box a bit.   Quattro clearly wants to talk to the kind of guys that like The Royal Tennenbaums, might not have any idea on how to construct their facial hair (or otherwise) into a style, and don’t even know exactly which razor to get.   Here, watch the ad first:

When you go to the site hairoffmystuff.com you’ll see that it’s well designed and umm….. pretty explicit in its instructions on actually getting hair off your stuff.  Which honestly?  People probably need.

From a social media perspective this works because:

a)  Ask the experts.  They show in most of the videos not just the razor, not just a clever game, but it shows you how you’re supposed to use it.  Then they have an actual team of experts to answer questions like “what look works best for the ladies?”.  It’s not easy for men to find answers like this and guys don’t exactly sit around having martinis asking each other either (do they?).  So aside from this being a great portion of the site, Quattro is establishing itself as an expert in a somewhat squirmy topic which is exactly where they want to be.

b: They are dedicating their real estate to something other than a giant picture of the product.  It’s almost all customized to the visitor.  There are helpful hints on designing a facial hair look, and skin type quizzes, etc.  I don’t think all guys are going to go through everything but it’s certainly a lot more engaging than just a few photos of product.  Photos of the product don’t give your audience much to talk about by the way and this type of cool content gives people something to say about your brand (even me, I’m not in their demographic and I still had something to weigh in on here).

Side Note: A lot of razors and men’s deodorant think their audience is a soccer loving, mountain climbing, rugged log cabin dweller when there’s a ton of guys out there like this:

c:  There’s pass along capabilities.  You can post the video to your Twitter, Facebook, etc.  They make it easy to tell other people about them.  Enough said.

Nice job Quattro.