Why Skin Care Brand Lumin Is Mansplaining Its Premium Product Line

First national ads, aimed at men, come from indie agency Good Conduct

Brandweek will feature live discussions with marketing pros at ULTA Beauty, Converse, UPS and more. Meet us in Miami Sept. 11–14 to boost your business and elevate your brand.

Mansplaining, by definition, is patronizing and obnoxious because it assumes the listener—usually a woman—knows far less about the subject at hand than the lecturer, who’s always a man.

But what if the annoying practice gets flipped on its ear? The person doing the talking is still a man who breaks down a simple notion from multiple angles and repeats how-to tips over and over. But he’s targeting an audience of…other men.

Technically, it still qualifies as mansplaining, minus the inherent condescension, according to the first national campaign from male-centered skin care brand Lumin.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in