Working from the existing website - The Bodygroom Manalogues - every man was given a chance to tell his story. We solicited these Manalogues with the help of banners, a live spot on Jimmy Kimmel, and the fine folks at Funny or Die who helped create a viral video to call attention to the contest. Men submitted their tales of manscaping, and the public voted for their favorite. The winner received a free trip to New York, some spending money, and a chance to watch the filming of their story for an update on the website.

The promotion was picked up by the press with articles in USA Today and on Gizmodo.com. The website had a 15-week high spike in site visits, with a 62% increase in site traffic from the previous week (~21,000 to 34,000.) The first week after the promotion, weekly sales increased 50%. Five weeks after the promotion, sales increased 96% from the weekly sales pace before the promotion started.