Being a man can be complicated at the best of times. Smell good, but not too girly. Talk about your feelings but have banter in the pub. Dress well but don’t over think it. Be a man, but not in a threatening way. Be a bit feminine. But not too much. Have an opinion. No, not that opinion.

 

The last thing men need is a personal care brand making things more complicated. We helped Rock Face define their role in the category and harness what simplicity means for them – a feel-good life-hack that gives men all the things they need to care for their face, body and hair with none of the nonsense they don’t. We developed a brand positioning and creative platform that informed a fresh tone of voice, messaging and look and feel that help men feel good and feel understood.