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In March 2024 we launched a love story. One innocent enough to play on mainstream media but disruptive enough to change perception on men’s hygiene and self-care. A love story between a man and his balls—aka the Boys. We introduced the Boys, a pair of mini versions of every man, identical in every way but hairstyle and always attached at hip height. We then used this visual metaphor to chronicle one man's emotional journey to groin hygiene and grooming fulfillment using the MANSCAPED Lawn Mower 5.0 Ultra. Once everyone knew and loved the Boys, we expanded their world. We created an AR filter that allowed every man to proudly share their very own Boys while getting educated about hairstyles. We strategically partnered with influencers, like Pete Davidson, and popular podcasts to normalize the topic and inspire men all over the country to give their Boys the love they deserve.
MANSCAPED, a US hygiene company specializing in men's groin grooming, aimed to launch their most advanced pubic hair trimmer—The Lawn Mower 5.0. The challenge? Mainstream channels won’t allow us to talk about or even show the area this product was designed to address. We aimed to create a commercial that resonated with men and showed them that the brand MANSCAPED truly understood them and the importance of their hygiene in a way the category of men’s grooming had never done before. And we sold a ton of ball trimmers.
Our goal in creating this campaign was to ignite the conversation about men’s hygiene and break a longstanding taboo around groin grooming. By the end of the first week, conversation around men’s hygiene exploded with over 250 million conversations around our campaign, with 98% of the engagement being positive. From Reddit threads to podcasts to comment sections, we saw men not only talking about their hygiene but speaking about their grooming habits with pride. MANSCAPED became the brand that understood how much men loved their balls, which built trust with our audience. And sold a lot of ball trimmers. To break it down:
There’s a misconception in the US that men neglect groin grooming because they just don’t care. But the truth is 100% of men love their balls—aka Boys. They just don’t feel comfortable discussing below-the-belt hygiene. By acknowledging and celebrating that love, the brand made it okay for men to care about and discuss pubic hygiene openly.
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