Men’s grooming brands have originated as product extensions from women’s brands. Obviously, they carry the DNA of their mother brand in their persona, tone and manner.

Our opportunity was to legitimately claim men’s space in the shower.

Hence the idea: 100% MAN-GINEERED.

Every SKU was designed to advertise itself in cluttered retail spaces and to engage men in their mobile world.

Our hero product – a 3-in-1 hair, face and body wash is titled CAVEMAN CLEANER. (Every man’s dream product, really!)

The product description is written like an ad copy with a good dose of humour.

The extensions too were MAN-GINEERED.

• BODY ARMOUR – a mosquito repellent, sunscreen and moisturiser combo for face and body.

• PLAY IN THE MUD – a grayish cream soap that looks like clay. (Scoop out and lather with water to use.)

• LEAN MEAN MACHINE – a body wash combined with the properties of a muscle rub. (Caution when applying to your lower regions!)

• BABY-FACED ASSASSIN – a daily facial wash that doesn’t sound like it compromises a man’s masculinity.

Everything took on a MAN-GINEERED vibe – from products to branding, point-of-sale, giveaways, online and advertising content.

As a start-up, we took CALCULATED RISKS and BROKE RULES.

In the face of a small budget (USD 200,000), a dash of daring, a pinch of bravery and a sprinkling of humour; BAD LAB has emerged as a worthy challenger to traditional brands.

In 2016, BAD LAB was able to:

1. Graduate beyond an ‘online only’ brand. (Online sales projected to breach USD1 million in 2017 – pls get info from LUM)

2. Add Tesco, pharmacy chain Watsons and convenience chain 7-11 and myNEWS.com to its channels.

3. DOUBLE PRIMARY SALES over 2015

4. Registered growth of 70.3% GROWTH (over 2015) in retail uptake.

BAD LAB is now Watsons top selling brand in the men’s grooming category and can be found on the top shelf above L’Oreal Men Expert.