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Classic men’s shaving ads perpetuated old-school stereotypes of masculinity: the men depicted were sculpted, smooth and flawless.
More recently, category leaders like Gillette have changed their advertising (to mixed reactions)–but personal care brand Harry’s is taking another step to flip tropes of masculinity on their head.
In Harry’s campaign for the U.K. market, it bills itself as the “ultimate hype man to the everyday man” as it introduces a new brand platform called “Feel good, fellas.” The brand is focused on helping men feel good, not just look good, and boosting their confidence.
Harry’s is not the first men’s care brand to attempt this, but it brings this concept to life with a niche, unusual story.
London-based
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