November 21, 2016

Men’s Grooming Brands Have a Man Problem


I’m on a horse," Isaiah Mustafa says at the end of an Old Spice commercial that sees him embody every enviable masculine stereotype — rich, muscular, great with women — and add "great-smelling" to the mix. He’s the man your man could smell like. The commercial is playing with and making fun of the branding in this space, but also: Is it? Six years later, branding on men’s products remains extremely over the top.

It's okay to have products, men.

Topics: Branding, Consumer Psychology, Vertical - CPG, Consumer Insights