Denver’s Good Conduct and Lumin Skincare Mansplain to Men in Brand’s First-Ever Ad Campaign
By The Denver Egotist / /
Advertising and content agency Good Conduct has created a national marketing campaign for Lumin Skincare, a premium skincare brand designed for men. “Skincare for men. Mansplained for men.” will break next month on TV, CTV and in digital and social media.
Modern men prioritize their mental and physical well-being but ignore one of their most prominent features — their face. They brush their teeth, eat healthy, meditate and work out to look and feel better, yet neglect to incorporate a skincare regimen into their routine. Or, if they do wash up, they figure a bar of soap will do just fine.
For way too long, skincare has been stigmatized as something “men don’t do,” said Kevin O’Connell, Lumin’s GM. “Many guys end up toughing out their skin issues because they feel uneasy about being perceived as a guy who uses skincare. Lumin wanted to develop a campaign that makes guys ask, ‘Wait, why don’t men use skincare? This is stupid.’ The goal of having guys ask this question is to help destigmatize and normalize skincare, because, well, they have faces, too, don’t they?”
The central character in the spots is a humorous skincare guide who busts in on men in their homes to question their stubborn views and beliefs and suggests they try Lumin’s products. The campaign’s objective is to get men to try skincare with a brand designed specifically for them and drive people to purchase it at Target and Walmart, where they are launching in Q1 of this year.
“Most men know about skincare, whether from their significant other or just from common knowledge, but they still don’t maintain a routine — it’s just that they don’t think skincare is for men, don’t know what products to use, or don’t feel like they need it,” said Rob Lewis, co-founder and creative director of Good Conduct. “We’re explaining it to them in a way they can understand: simple products and easy-to-grasp routines, over-explained, simplified and explained again — mansplained.”
Credits:
Client: Lumin Skincare for Men
Campaign Title: Mansplained for Men
Agency: Good Conduct
Co-founder/partner: Rob Lewis
Co-founder/partner: Travis Reeb
Creative Director Rob Lewis
Copywriter: Mike King
Art Director: Jason Pierce
Strategist: Emma Price
Photographer: Brayden Heath
Production Company: Futuristic Films, Denver, CO
Post Production Company: Wild Manor, Boulder, CO
Editorial Company: Wild Manor, Boulder, CO
Editor: Andy Green
Assistant Editor: Ricky Baylis
Senior Producer: Kate Swenson
Colorist/Finisher: Jonnie Sirotek
Visual Effects Company: The Mill, LA
Sound Design: Connor Birch
Mixed by: The Post Haus
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