Manscaped is a grooming brand for men based in the US. And while the brand is quite popular with the American audience, in Europe and Germany in particular the brand is still somewhat of an underdog. So the objective of the brief was to create a print campaign that raises awareness for the brand and their main product: the LawnMower 4.0 – a product that is used for men’s groin grooming. Not just in any way, but by placing the brand as a progressive advocate for men that don’t need toxic macho behavior and status symbols in order to succeed.

The print ad created a wide reach amongst the target group and started a big discussion about macho behavior and the need for expensive status symbols in order to feel good about yourself and your confidence. The conversation swapped over to social media where people started discussing the meaning of the ad and the deeper messaging. In a world where toxic masculinity is still a big problem, of course not everyone could relate to the message. Leading to an even bigger reach and even more awareness for the brand. Due to the mostly positive feedback however, we achieved not only a gain in brand awareness, but also burned into people’s heads that Manscaped is not just a male groin grooming brand, but also positions itself amongst those that speak up against toxic male behavior and the need to show off.