Lumin Skincare, a premium skincare brand for men, has partnered with advertising agency Good Conduct to launch a national marketing campaign. Dubbed 'Skincare for men. Mansplained for men.,' the campaign will launch on TV, CTV, and in digital and social media and includes two 30-second spots, two 15-second spots, and one long-form web video, along with 15 social videos and 33 stills. Lumin's spots feature a humorous skincare expert who questions stubborn views and beliefs held by men and suggests they try Lumin's products.
"For way too long, skincare has been stigmatized as something “men don’t do,” said Kevin O’Connell, Lumin’s GM. “Many guys end up toughing out their skin issues because they feel uneasy about being perceived as a guy who uses skincare. Lumin wanted to develop a campaign that makes guys ask, ‘Wait, why don’t men use skincare? This is stupid.’ The goal of having guys ask this question is to help destigmatize and normalize skincare, because, well, they have faces, too, don’t they?” The campaign's goal is to get men to try skincare with a brand that is specifically designed for them.
What's Driving This Trend
- Male Skincare Acceptance
- The trend is for men to dis-associate skincare products from femininity and embrace the benefits of good skin.
- Humorous Advertising
- The trend is for marketers to use humor to tackle sensitive topics in advertising, improving engagement and increasing brand awareness.
- Gender-based Product Differentiation
- The trend is for marketers to develop gender-based product differentiation strategies to tap into new market segments.
Who This Affects Most
- Skincare Industry
- Disruptive innovation opportunities in this industry include developing gender-specific skincare products, using social media channels to promote a wide range of skincare products, and creating humorous marketing campaigns that can attract new male consumers.
- Beauty and Personal Care Industry
- Disruptive innovation opportunities in this industry include focusing on men's beauty and personal care products, creating gender-specific marketing campaigns, and developing affordable, specialized products that cater to this growing segment.
- Advertising Industry
- Disruptive innovation opportunities in this industry include understanding the diffusion of gender roles and creating marketing campaigns that challenge gender stereotypes, using humor as a way of breaking taboos and creating viral campaigns, and leveraging digital channels to reach new customers and promote new products.
