We live in a time when marketeers have rebranded themselves. Fair enough, it’s what they do. This time around, they’re story-tellers. Brands can’t just coast by on fetching packaging or a witty slogan. You need to capture the public with a yarn that compels and coalesces, drives and delivers.
Dion Nash has such a story. Unless you’re a cricket nuffy like some of the crew on the Mstr team, the name might not ring a bell. But Nash was one of the best ever to play for New Zealand. In 32 tests, he took 93 wickets including three five-wicket hauls and five four-wicket hauls. All while maintaining an average of 28.5 with the bat. And that’s just the tests.
What we’re saying is that this could have been enough. Like hundreds of other ex sports stars, he could have coasted on $10K a pop after dinner speeches and commentating spots but he didn’t. Searching for the second act in his life, Nash - who came from a long line of both boxers and tailors, inculcating both the capacity to take it to the fight while looking good - was drawn to men’s grooming.
But he did so with poetry in his heart. Specifically, 1910’s Rudyard Kipling poem If - essentially a how to live guide of hard won wisdom from father to son. The kind we all wished he had. Both the advice and the father. There is one line in particular - “ If you can meet with Triumph and Disaster, And treat those two impostors just the same” - that so stuck with Nash, he named his entire brand after them.
Imposters they may be but Triumph & Disaster is a very real force in its field. So know you know the backstory, one fired in consistency, humility and underplayed strength. The products themselves span three major categories - hair, face and body - not to mention some of the sexiest grooming gear bags we’ve seen in a long time.
The hero products? Hard to say, as each have garnered their own acolytes. As far as what we’re liking right now, the new Spice Deodorant, lives up to its name and at a nudge under $30 represents good value for the quality of ingredients used. The Dichotomy Eye Serum, $85, is also a belter on dark circles as is the Coltrane Clay, $38, for hair. They look immaculate on the shelf, won’t require a hike in your credit card limit and, of course, reference poetry. Which the world needs a little more of if you ask us.