Wahl's brand and reputation in the beard trimmer industry were based on quality and blade technology. Over time, price-competitive quality imports eroded Wahl's brand edge and market share. They needed new technology and a design strategy that would be obvious to consumers and stand out in the market place.
Through our unique research methods, which took us into consumers' homes to witness morning rituals, we discovered opportunity in the struggle between getting ready and leaving the bathroom clean. Having hair trimmings all over the sink was the number one complaint of product users.
Wahl became the first in the market to introduce a beard trimmer with an incorporated vacuum and reservoir system, which retained 98% of all trimmed hair. We then designed the product to stand out at the retail level, accentuating comfort, ease of use, and practicality while staying away from the slick styling of our competitors.
This strategy returned Wahl to its position as industry leader.