# No-Nonsense Grooming Campaigns The Rock Face Makes Scents Campaign Pokes Fun at Marketing Cliches By Michael Hemsworth | Published 2025-04-07 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/rock-face-makes-scents-campaign References: [retailtimes](https://retailtimes.co.uk/rock-face-the-uks-fastest-growing-mens-care-brand-has-launched-its-biggest-ever-ad-campaign-makes-scents/) & [rockface4men](https://www.rockface4men.co.uk/)  The [Rock Face](https://www.trendhunter.com/trends/rock-face-impact) Makes Scents campaign is being launched in the UK by the brand as a way to poke fun at some of the most prominent cliches consumers will recognize from traditional [men's grooming marketing campaigns](https://www.trendhunter.com/trends/any-hair-anywhere). The campaign consists of the brand's products positioned alongside copy that has been crossed out with only the keywords remaining. The various [cliched tropes](https://www.trendhunter.com/trends/skin-obsessed) and their crossed out profile will encourage passersby to take more time with the ad than they might otherwise, which gives the brand leverage over the competition. CEO James Wilkinson spoke on the Rock Face Makes Scents campaign saying, "It’s always hard to get your advertising campaign to stand out, so we stayed true to our values of creating aftershave quality scents with no gold-plated nonsense. Some are hailing it as ‘the campaign of the scentury." ## Trend Insights (Trend Hunter) - Score: 4.0/10 - Popularity: 36% | Activity: 46% | Freshness: 39% - Audience gender: 90% men, 10% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) ## Key Themes ### Why This Trend Is Growing - **Humorous Marketing Tactics:** Embracing humor in marketing allows brands to engage audiences through relatability and entertainment, subverting traditional advertising. - **Minimalist Branding Approaches:** Simplifying brand messaging by stripping away clutter can offer a fresh perspective and captivate consumer interest in a busy market. - **Cliche-deconstruction Advertising:** Challenging industry norms by deconstructing common cliches can differentiate a brand and foster deeper consumer connection. ### Industries Being Reshaped - **Men's Grooming Products:** Innovative strategies in marketing men's grooming products can reposition brands in a competitive and often saturated market. - **Creative Advertising Agencies:** Advertising agencies focusing on novel campaign concepts have the potential to redefine industry standards by pushing creative boundaries. - **Scented Personal Care:** Personal care brands emphasizing high-quality scents without over-the-top marketing can attract discerning customers seeking authenticity. ## Related on Trend Hunter - [Humorous Natural Deodorant Campaigns](https://www.trendhunter.com/trends/every-man-jack-still-smell-good.md) - [Prestigious Masculine Deodorants](https://www.trendhunter.com/trends/rock-face-impact.md) - [Humorous Mens Fragrance Campaigns](https://www.trendhunter.com/trends/axe-campaign.md) - [Viral Slogan-Inspired Campaigns](https://www.trendhunter.com/trends/manscaped1.md) - [Irreverent Ethical Soap Campaigns](https://www.trendhunter.com/trends/pure-rush-soap.md) - [Interactive Scented Billboard Ads](https://www.trendhunter.com/trends/lola-mullenlowe.md) - [Debunking Skincare Campaigns](https://www.trendhunter.com/trends/periodic-fable.md) - [Sustainable Masculine Deodorants](https://www.trendhunter.com/trends/refillable-deodorant-packs.md) - [Creative Ad Responses](https://www.trendhunter.com/trends/kiehls-response.md)