Following the successful launch of Wilkinson Sword’s Date Night Mastered campaign earlier this year, which explored the influence of facial hair on modern dating, a new phase has gone live, bringing facial hair debate and education to streets across the UK. 

The campaign, which kicked off in July 2024, was built upon insights uncovered by an extensive 50-page study that combined data science and qualitative research, analysing facial hair in the context of modern dating.  

Additionally, Wilkinson Sword partnered with the popular dating app Thursday to put its research findings to the test at its weekly singles dating events. A unique AI-enhanced barber salon, helmed by award-winning barber Dan Gregory, allowed guests to experiment with different facial hair styles before committing to a shave. With 1 in 3 men admitting to lacking the confidence to adopt a new style, consultations educated men on the best styles suited to their face shapes. 

Now, Wilkinson Sword has taken this a step further with a dynamic social media program playing out across TikTok and Instagram, reaching over 7.7 million men across the UK. The latest social activity puts the findings of the Date Night Mastered report to the test by hitting the streets of the UK, capturing real opinions from everyday people on camera. This street-style experiment gauges what people in key cities in England, Scotland, and Wales thought about the results. 

Alongside street interviews, the campaign also offers a series of filmed tutorials by award-winning barber Dan Gregory, designed to help men confidently master the seven top UK styles identified by the Date Night Mastered report. 

From the classic clean shave to a well-groomed long beard, Wilkinson Sword provides step-by-step guidance on how to achieve each look, ensuring men are date-ready and looking sharp. 

This campaign not only encourages men to embrace their unique style but also empowers them with the tools and confidence to leave a lasting impression, both in person and online. 

Check out how to master the looks that topped some of our cities below: