Manscaped, the lads’s grooming model that obtained its begin promoting hair trimmers for the nether areas, is sending a brand new message to males: If you happen to’re texting unsolicited photos, you would possibly need to seize a special a part of the physique.
A brand new marketing campaign, “Ship Face Pics As an alternative,” includes a 30-second spot depicting ladies’s reactions to receiving stunning new photographs, having grow to be accustomed to males’s “oversharing.”
The model goals to focus on an expanded product line that features face and beard merchandise that customers might not affiliate with the model.
Developed with inventive company Particular U.S., the spot strives for a lighthearted and humorous connection between the product and a constructive message—one which encourages confidence in males and discourages making ladies really feel uncomfortable.
In line with authentic analysis from the O.R.G.A.S.M. Lab at Kwantlen Polytechnic College, 51% of males have despatched an unsolicited dick pic, however solely 4% of ladies have had a constructive response to receiving it. When Manscaped CMO Marcelo Kertesz found this statistic, he knew it had to enter the work.
“We knew what we’re speaking about, however in at this time’s world, it’s very simple to be misunderstood,” he advised ADWEEK. “We wished to be unequivocally on the proper facet—we wished some science to again it up.”
David Horton, govt inventive director and companion at Particular U.S., added, “There was this enormous discrepancy between the lads who admitted to sending pics and the ladies who mentioned they obtained them. [Finding] anyone who has really studied it and is placing numbers behind—it was stunning, and never stunning.”
The spot was directed by Jess Coulter of New York-based manufacturing firm O Optimistic. She has a comedy background and was introduced in to infuse the marketing campaign with humor.
With a humorous method, “you’ll be able to have an actual dialog since you’re pointing on the absurdity within the matter,” Horton mentioned. “It’s a extremely good method to [talk] about something that may really feel delicate or somewhat bit out of bounds. [Manscaped is] so good at that, and it’s one thing we actually wished to assist them proceed.”
“[It] reveals that we make jokes about ourselves. It reveals that that is one thing you’ll be able to take with as a lot or as little depth as you need,” Kertesz added.
Grooming males’s grooming
“Ship Face Pics As an alternative” is Manscaped’s newest entry within the private care trade’s reckoning with masculinity and advertising and marketing to males.
Manufacturers like Harry’s, Each Man Jack, and eos have devoted inventive work to difficult tropes and preconceptions associated to male conduct because the class has exploded in recent times. This comes alongside the rising affect of the “manosphere” throughout the political backdrop of the U.S. and extra frequent call-outs of males’s poisonous conduct in tradition extra usually.
Manscaped has a historical past of attempting to destigmatize, lighten the dialog, and encourage improved conduct with out coming off as preachy.
“Ultimately, after all of the humor and dialog, what we would like is 2 issues: males to be higher and males to be extra engaging,” Kertesz mentioned. “We’re very cautious to not overstep what we imagine to be our boundaries. We need to be this lighthearted drive in the direction of evolution.”
