WEST HOLLYWOOD, Calif., May 31, 2017 /PRNewswire/ -- Baxter of California, the leading innovator in understanding and meeting men's grooming needs, announces partnership with the curated discovery and e-commerce platform, Fancy.
The California-based lifestyle brand commissioned Fancy to connect with their young, culturally inspired audience, providing a fresh take on grooming and its impact on modern masculinity. The platform will host a socially-oriented e-commerce shop of Baxter of California's simple yet performance-driven products, accompanied by an exclusive Baxter x Fancy Barbershop Series, a run of 10 video episodes that will live on the Fancy site in addition to Baxter's website and YouTube Channel. Fancy users will learn about key grooming tips and secrets from Baxter's brand experts and Master Barbers, as well as how these influencers and difference makers are living life true.
The unique merger of social media and e-commerce that Fancy has developed aligns well with Baxter of California's strong e-commerce business and highly engaged social media presence. With endorsements from top celebrities including Kanye West, Drake, and Will Smith, among others, Fancy's mobile marketplace will serve as a key resource for Baxter of California to venture beyond the ordinary, leaving an impression with the music, tech, and millennial crowds that align with the #lifelivedtrue philosophy of the brand.
"Baxter of California x Fancy's collaborative partnership is synergistic in the way both brands are looking to make waves in our worlds; encouraging self-expression for a life lived true. The Barbershop series will showcase organic conversations covering topics from style and grooming to tech and fashion with key leaders to help our audiences aspire to be the best versions of themselves, nothing less or more," notes Baxter of California's Global General Manager, Yann Joffredo.
Grammy-nominated singer, songwriter, and entrepreneur Ryan Leslie will be the first to kick off the Baxter x Fancy Barbershop Series beginning May 31, 2017, followed by other difference makers, including athletes, artists, designers and entrepreneurs for the ongoing series.
Guest and Episode Music By: Ryan Leslie (@RyanLeslie)
Barber: Ricky Morales (@LordSticky)
Produced by: NX Name Creative
ABOUT BAXTER OF CALIFORNIA
Since 1965, Baxter of California has been a pioneer in understanding and meeting men's grooming needs. Founded by Baxter Finley amidst an era of freedom and self-expression, the brand continues to operate with the same individualistic mindset today, providing grooming essentials to men of all generations.
Baxter of California's curated range of hair, shave, skin grooming essentials and lifestyle products are all tried and tested by Master Barbers at the award-winning Baxter Finley Barber & Shop in Los Angeles, for quality and versatility, to provide consumers with everything they need to confidently be who they are.
We are here to fuel your best self and unleash what makes you, you. Baxter of California. Grooming to Live Life True.
For the latest Baxter of California news and grooming tips, follow @BaxterofCA #LifeLivedTrue www.baxterofcalifornia.com
Fancy is an e-commerce platform for retail, discovery, and social sharing among friends. Over 16MM+ registered users across 146 countries source the Fancy platform to buy, discover and share the coolest products, brands and ideas. Among this community of users exists a fantastic concentration of millennials, tastemakers, influencers, world leaders and VIPs. @fancy www.fancy.com
Fancy has executed partnerships with Apple, Google and Tesla in the technology space, and launched exclusive collaborations with Hermes, Alexander Wang and many others within the fashion space.
Fancy offers thousands of stores and millions of items for users to choose from. Fancy is available on desktop, tablet, smartphone, and recently Apple Watch and Apple TV. Fancy can be downloaded in 33 different languages, lending itself to an unprecedented global shopping community.
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SOURCE Baxter of California