King of Shaves invites consumers to give own take on Shave Sexy ad

King of Shaves is capitalising on the success of its Shave Sexy viral ad by inviting fans to create the next ad.

The male grooming brand is holding an online competition for people to shoot their own version of the Shave Sexy ad launched in July.

Hosted on co-creation community Eyeka, the company is asking fans to submit a 45-second video in order to win from a £5,000 prize fund.

The original video, which features sexy ’master barber’ Barbarella X shaving a customer, has been viewed almost 100,000 times. King of Shaves wants to use it to create more of a dialogue around the campaign.

Paul Adrian, business development director at King of Shaves, said it wants to continue the success and story of the campaign, and create a community around it.

“We wanted to find out how you keep people coming back after you create an ad or a viral, so we’ve put it out to the community,” said Adrian, “It creates a dialogue and works as co-creation or crowdsourcing, so we can seed the content through our social channels for the coming months.”

King of Shaves has also launched a competition for one man to win a trip to New York and meet Barbarella X in person. To win this, people were asked to watch the video on YouTube or on the King of Shaves Facebook page and then enter their details.

The Shave Sexy campaign is being promoted to King of Shaves database via email and through PR.

This story first appeared on

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now


Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email

If you are looking for our Jobs site, please click here