Personal grooming is always an embarrassing conversation, but Manscapped's ads don't think it has to be. In a newly launched campaign, the men's grooming brand displayed 225 out-of-home ads that are both playful and relatable in an effort to remove the stigma that surrounds the below-the-waist shaving conversation.
The bold ads boast tag lines such as "When you trim the hedges, the tree stands taller" and "Precision tools for your family jewels." According to Marcelo Kertész, svp of content, brand and design "Each visual offers a combined sense of spontaneity and confidence that comes from being ready for anything," he said. "We are excited to have landed on a set of powerful images that convey this notion in a single frame."
Destigmatizing Grooming Ads
Manscaped’s Ads Use Humor to Destigmatize Male Grooming
Trend Themes
1. Destigmatizing Male Grooming - Consumer brands can use humor and relatable campaign images to remove the stigma around male grooming, particularly below-the-waist shaving.
2. Playful Out-of-home Advertising - Playful and relatable out-of-home advertising can help remove discomfort around typically sensitive topics such as personal grooming.
3. Confident Messaging - Advertising campaigns can use confident messaging to help consumers feel more comfortable with traditionally taboo topics like male grooming.
Industry Implications
1. Personal Care - Brands in the personal care industry can take advantage of the destigmatization of male grooming practices to target this previously underserved market segment.
2. Marketing and Advertising - Marketing and advertising agencies can help consumer brands create bold and playful campaigns to address sensitive topics and remove the associated social stigmas.
3. Consumer Goods - Brands in the consumer goods industry can use confident messaging and playful visuals to appeal to consumers' desire for products that reflect their individuality and personality.