As personal care brands expand their offerings to men beyond the basics of body wash, shampoo and shave cream, they are thinking differently about how to engage the male shopper,who can be overwhelmed by choice and underwhelmed by traditional advertising.
Nivea Men, a skincare brand from Beiersdorf AG, used the knowledge it gleaned from consumer research showing that men found shaving to be irritating to their skin. The company created an eight-episode online comedy series that became the backbone of the brand’s digital campaign, according to e-Marketer online.
Nivea partnered with Break Media, which creates online digital content targeted to men to create the series, called “Just Face It.” It featured comedian Damon Wayans, Jr., living through daily irritations such as enduring annoying co-workers and dealing with over-complicated technology.
According to Mitch Rotter, executive vice president of programming for Break Media, the insights, which came from Break’s Acumen research platform,“helped structure the storyline and shape the humor of the series.” In addition, Rotter said Wayans’ insights “added to the authenticity of the situations and made the series funnier.”
