For every body and everybody

While delving into the world of our men, we saw an opportunity that was bigger than the brief. Because beyond product relevance, we detected a clear need for more real and honest communication when it comes to men and their hair.

The conversation around women’s shaving and hair removal has become a lot more diverse and honest in the last couple of years, with brands like Billie and Estrid leading the charge. But until today, this conversation has not happened for men.

The male body positivity movement is slowly ramping up, but it never concerns hair. 

And this is a big issue. Research shows that the majority of men are ashamed of their body hair (OnePoll, 2019).

Which isn’t that crazy when we take a look at the untrue image of (the often lack of) male body hair we see displayed in advertising around us.

Together with Philips, we decided to change that and take an active role in addressing these uncertainties by spreading some essential body hair positivity.

Our goal for this campaign was to spark a conversation that fuels change across the entire male grooming category. And as we do this, Philips’ brand was steered in a bold and more inclusive direction.

We came up with a sharp and disruptive concept that breaks with the homogenous look of the category. No clean-shaven, successful-looking, corporate dudes. Rather, real men with real hairy needs.  

In line with the versatility of the product, we wanted to show it all: chests; legs; ears; arms; back; and balls. Yes, you read that right. 

By being honest about men’s grooming needs and habits, we celebrate all body hair, leaving no man – or hair type – behind.

Curly, thick, straight or wavy. You name it, the all-in-one groomer 7000 series will trim, shave or edge it.