We love how Hawthorne uses its about page to position itself as a ‘Specialist’ in Men’s Grooming space

Hawthorne storytelling

We recently came across Hawthorne – a men’s grooming brand based in New York, which is using storytelling in an inspiring way and we found it worth sharing with you. 

The About Us Page of Hawthorne takes us to an interesting snippet on “Why we are doing this” instead of “Who we are”. Most brands conventionally  assume that they are the hero in their customer’s buying journey. The most significant bit about Hawthrone’s  storytelling is that the customer is the hero of their journey. And that the brand is the guide.

The three videos from their about page, are more like personal notes from their Perfumers. The perfumers explain the way they perceive fragrances and how they create the signature perfumes for Hawthorne. Showing perfumers also helps them position themselves as a specialist in this highly competitive space. 

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This is among the many unique introductions that the founders Brian Jeong and Phil Wong had in mind when they created Hawthorne. And now with a $12 million funding, the company’s products will be found on the shelves of Nordstrom and SSense. 

I sincerely hope this inspires you to give your brand’s story a facelift. Have questions, or know any brand that does a great job with its storytelling? We would love to hear from you in the comment section below.