Wilkinson Sword: How Wilkinson Sword wants to 'cut through' on social

It's a cut-throat time for razors. The seemingly unstoppable rise of the beard has dented shaving-product sales, while brands compete to reach a young, male audience that's increasingly hard to reach. Wilkinson Sword is looking to cut through by playing up its heritage (thanks to a partnership with Great Britain's fencing squad). And following 7 million Snapchat views, it's doing "more with less" by cutting out channels like Tumblr and Pinterest.The post How Wilkinson Sword wants to 'cut through' on social appeared first on Digiday.