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: For those who’re texting unsolicited photos, you may wish to seize a special a part of the physique.
A brand new marketing campaign, “Ship Face Pics As a substitute,” includes a 30-second spot depicting girls’s reactions to receiving stunning new photographs, having turn into accustomed to males’s “oversharing.”
The model goals to focus on an expanded product line that features face and beard merchandise that buyers could not affiliate with the model.
Developed with artistic company Particular U.S., the spot strives for a lighthearted and humorous connection between the product and a optimistic message—one which encourages confidence in males and discourages making girls really feel uncomfortable.
In accordance 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 optimistic 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 as we speak’s world, it’s very straightforward to be misunderstood,” he instructed ADWEEK. “We needed to be unequivocally on the appropriate aspect—we needed some science to again it up.”
David Horton, government artistic director and accomplice at Particular U.S., added, “There was this big discrepancy between the lads who admitted to sending pics and the ladies who mentioned they obtained them. [Finding] anyone who has truly studied it and is placing numbers behind—it was surprising, and never surprising.”
The spot was directed by Jess Coulter of New York-based manufacturing firm O Constructive. She has a comedy background and was introduced in to infuse the marketing campaign with humor.
With a humorous method, “you possibly can have an actual dialog since you’re pointing on the absurdity within the matter,” Horton mentioned. “It’s a extremely good option 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 needed to assist them proceed.”
“[It] exhibits that we make jokes about ourselves. It exhibits that that is one thing you possibly can take with as a lot or as little depth as you need,” Kertesz added.
Grooming males’s grooming
“Ship Face Pics As a substitute” is Manscaped’s newest entry within the private care business’s reckoning with masculinity and advertising and marketing to males.
Manufacturers like Harry’s, Each Man Jack, and eos have devoted artistic 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” inside 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.
“In the long run, after all of the humor and dialog, what we would like is 2 issues: males to be higher and males to be extra enticing,” Kertesz mentioned. “We’re very cautious to not overstep what we imagine to be our boundaries. We wish to be this lighthearted pressure in the direction of evolution.”
