Manscaped's Creative Branding Journey: Redefining 'the Boys' with Pereira O’Dell

Check out Campaign Trail for a look at the latest creative campaigns in the marketing world. You can find previous columns in the archives.

Manscaped has a history of using playful and sometimes cheeky marketing tactics to promote their grooming products for below-the-belt care. This includes using suggestive humor like "Big Groomed Energy," teaming up with Pete Davidson and Santa Claus, drawing inspiration from UFC speeches, and even visiting the Ball-ber Shop.

Manscaped's new campaign, "The Boys," creatively portrays male genitalia as two identical "boys" who are always by men's side. The ad showcases a man with his unruly-haired and long-bearded boys as he enjoys various activities like walking on the beach, jogging, relaxing in a hot tub, and attending a wedding. Finally, he uses a Manscaped trimmer to give them a neat and clean appearance.

For Manscaped and agency Pereira O’Dell, the campaign's central idea started with one image of a man hanging out with his friends on a beach. The image, which turned out to be very similar to the final product, was a big hit right from the start.

Jason Apaliski, who is the executive creative director at Pereira O'Dell, mentioned that as soon as they saw the image, everyone couldn't help but burst into laughter because it was so ridiculously silly. It immediately caught their attention and became the focal point of the campaign.

An inflection point

The agency executive shared that the idea stemmed from a major challenge in showcasing products related to the groin area. Mainstream channels often restrict the display of such products in action. The goal was to find a meaningful and memorable way to showcase the product while staying true to the brand and the male audience. It was seen as an extension of oneself.

Manscaped's new campaign, "The Boys," has just launched this month. It includes a national broadcast spot and an augmented reality (AR) lens on popular platforms like Snapchat, TikTok, and Instagram. Throughout the year, additional elements such as digital and social activations, collaborations with brand partners, and out-of-home installations will be introduced. This campaign is a significant move for Manscaped, as the company has shifted its focus from direct-to-consumer sales to expanding its presence in retail.

Marcelo Kertész, the CMO of Manscaped, explained the reasoning behind this new marketing approach. According to Kertész, as the company aimed to scale through performance marketing, it became clear that this strategy was reaching its limits in terms of efficiency. To continue growing, Manscaped needed to shift its focus to the top of the marketing funnel and increase brand visibility to attract a broader audience.

With the shift from performance marketing to brand building, the omnichannel brand campaign aligns with the recent release of a new line of its flagship Lawn Mower trimmers and the brand's expansion into Walmart this year. This combination of events presented the perfect opportunity to launch a campaign that highlights what Kertész refers to as the brand's "super power": the ability to facilitate challenging conversations about a sensitive topic.

According to the executive, discussing sensitive topics like the groin can be tricky. "We explore numerous verbal and visual metaphors, trying to find new angles. Sometimes it feels like we've exhausted all possibilities," he shared.

The concept of "The Boys" acts as a clever metaphor for Manscaped, providing a humorous angle that may appeal to customers and encourage them to consider new grooming habits.

"When we came across that particular scene, I distinctly recall thinking, 'This is the most hilarious moment I've ever witnessed during my time at Manscaped.' That's when we knew the campaign had promise. It had the ability to make an impact," Kertész shared.

Understanding the game guidelines

The next step for the brand and agency was to ensure they stayed true to the central idea throughout the process, starting from script development all the way to the final launch. A whole day was dedicated to carefully planning out the rules for how the boys would be portrayed in the ads, covering everything from their size and appearance to their actions and more.

"We aimed for it to be relatable, avoiding turning them into characters or exaggerated versions of themselves," Apaliski explained. "Approaching it with a cinematic perspective highlighted the contrast of what was being shown. Filming it seriously actually emphasized the humor in it."

In addition to the humor, the diversity in the presentation of different boys in the advertisement - whether they are clean-shaven, well-groomed, or completely wild - reflects the values of the brand.

Kertész emphasized that they do not impose a specific style on anyone. In the wedding scene, each pair of boys had a unique grooming style. This was a visual representation of their belief in personal expression and individuality when it comes to grooming. They encourage taking care of oneself but also promote having your own unique style, personality, and grooming preferences.

To reach more consumers, the campaign now includes an AR filter. This filter allows users to see themselves as two mini versions at hip height, each with different grooming styles. Brand ambassador Davidson also tries out the filter in a separate video.

According to Apaliski, the AR filter serves as a natural extension of the campaign's core idea. It encourages users to engage in conversations sparked by the TV spots. The filter adds an entertaining element that is native to various platforms and apps, making it highly shareable.

Manscaped encourages its customers to think about their grooming choices, whether they see it in ads, AR filters, or in real life. According to Apaliski, grooming is a way to reflect on oneself and present the best version of who you are.

Editor's P/S:

Manscaped's