Men's personal care engendered a lot of skepticism and rhetorical backlash in the "metrosexual" era a decade ago, but it's been growing steadily anyway. Now L'Oreal USA's Clarisonic is pushing the envelope further by betting men can be persuaded to buy, or at least use, $189 "sonic cleansers" on their faces.
That's where Lumber Troy and "Your F-ing face" come in, in a new social media campaign promoting the brand's Alpha-Fit cleanser from Tzeffrey and Tzanetos, San Francisco. The company is posting daring ads featuring outlandish statements and quirky photography designed to attract the attention of male groomers on various social media outlets (although the latter one has been deemed too risque for Facebook.).
The posts are part of a seven-figure campaign that also includes magazines, targeting both men and women, the latter expected to be the primary purchasers, according to Cheryl Ricketts, VP-U.S. marketing for Clarisonic.
"We're trying to launch a new behavior," Ms. Ricketts said. "Men probably don't realize they need to wash their faces beyond their typical routine."
Ms. Ricketts acknowleded that the $189 pricetag is daunting, even though Clarisonic knows some men have been borrowing their wives' or girlfriends' sonic cleansers.
"With all these hurdles, we knew we pretty much needed to hit people over the head to get them to think about purchasing this device," she said.
Clarisonic is also looking to reach bearded men without so much face -- a large and debatably still growing portion of the U.S. population. So it's brought in the "lumbersexual" concept -- showing modern-day "lumberjacks" in social media ads aimed at women.
"Society transitioned from metrosexual into lumbersexuals," Ms. Ricketts said. "And we know a large percentage of men in the United States have facial hair. But the reality is that the women in their lives have to deal with it -- the garlic fry and beer-smelling beard."
Hence ads that pronounce: "Lumber Troy is now sharing your sink."
Read the full story about the campaign on AdAge.com