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Just For Men® Launches Campaign to Redefine Outdated Perceptions of Masculinity and Men’s Grooming

October 12, 2018

WHITE PLAINS, N.Y.--(BUSINESS WIRE)--Oct 12, 2018--Global men’s hair & beard care leader Just For Men ® has unveiled a new advertising campaign. Be The Better Man encourages men to be unapologetic about grooming and to take charge of their appearance to empower men to look and feel their most confident. As the stigma around men’s grooming continues to shift, Just For Men is there for the man who believes that when he looks his best, he can bring his best to every aspect of his life. Grooming may be the most immediate way that Just For Men can help, but it is also there to celebrate that at their core most men are simply good people.

Be The Better Man exemplifies Just For Men’s belief that there is more than one way to be a man, and that stereotypes of the past – including the notion that grooming is solely the territory of women – no longer apply. Just For Men’s brand heritage and commitment to men is showcased in the Be The Better Man campaign by celebrating a social endeavor that is true to its core beliefs and ambition. The campaign connects with men around the core idea that there is no one way to be a man, and that grooming is a way to express your unique identity to the world.

The strategy focuses on challenging the status quo as it relates to society’s beliefs about masculinity and grooming, and positions hair and beard care as one of many proactive tools the modern man has in his arsenal to help him look and feel like his best self. Just For Men wants to move guys past the idea that grooming is a secretive or reactive behavior, and towards the notion that it is a way to unlock confidence and potential – whatever that means to different individuals.

The comprehensive campaign – that incorporates TV, outdoor, social, digital, an ambassador and influencer program, direct-to-consumer activations and earned media – launches with a new national TV advertisement on October 14 on the NFL Today show from 12:00-1:00pm ET. Created for Just For Men by New York-based creative agency, AMP Agency, the TV advertisement will run from October 14 through November 4, 2018. The advertisement will appear on key networks including CBS Sports, MSNBC, Fox News, NBC Sports, BBC and beIn Sports, and channels including Comedy Central, Fox Sports, CNN, the Travel Channel and the Golf Channel.

“We are here to encourage guys to do what they want to do to look and feel their best, because we know it helps them perform at their peak when they do,” said Ralph Marburger, VP Men’s Care at Just For Men. “The Be The Better Man campaign is progressive and positive. Men who express their emotions, carve their own path, and follow it. Grooming is one part of this, but by celebrating those that live the Better Man lifestyle, we hope to show all men just how easy it is to be ‘better.’”

“We’re confident that the new campaign will enable us to build deeper, more meaningful relationships with men, while at the same time, continuing to promote our broad range of high performance products,” said Ralph Marburger.

The Be The Better Man campaign will also signal a refreshed look and feel for the Just For Men brand, starting with a re-skin of its website and social platforms. Updated imagery will be leveraged, and a sophisticated neutral color palette that speaks to the broad spectrum of men the brand supports will be introduced.

The campaign will gather pace in the run up to Christmas and into the New Year, expanding out across different mediums. Among other strategic executions, Just For Men will be conducting regional searches across the country to find “Better Men,” and utilizing a diverse panel of grooming experts to help spread the “Better Man” message.

To watch the advertisement on Just For Men’s YouTube page, click HERE.

Advertisement Credits

Identity (Production Team):

Director: Philip Andelman Executive Producer: Alana Hearn Producer: Keeley Gould

Combe:

Director Global Content Production: Carin Zakes SVP, Worldwide Creative Director: Meg Rogers VP Men’s Care: Ralph Marburger Marketing Director: Stuart Hendrickson VP Integrated Media: Jackie Steinberg

AMP (Agency Team):

Executive Creative Director: Colin Booth Associate Creative Director: John DeGray Copywriter: Reilly Harmer Designer: Todd Fenton General Manager: Matt Jacobs Vice President: Ailine Tan Account Director: Nicole Sorice Senior Account Executive: Essane Diedro Project Manager: Krystina Rafanelli Strategy Director: Makena Cahill VP Media: Kazi Ahmed Group Media Lead: Sascha Lock Media Director: Paula Berkel Media Planners: Chelsea Brandt & Nicole D’Amato

About Combe Incorporated

Combe Inc., “the most personal Personal Care company in the world” is a privately held manufacturer and marketer of personal care, beauty, and over-the-counter (OTC) drug products with leading brands in the men’s hair care and grooming, women’s health and oral care categories. Its men’s grooming brands include Just for Men, a trusted line of men’s hair care and facial care products. Founded in 1949, Combe Inc. is in the third generation of its family leadership, with global headquarters in White Plains, New York. To learn more about Just For Men, please visit JustForMen.com. To learn more about Combe Inc., please visit Combe.com.

View source version on businesswire.com:https://www.businesswire.com/news/home/20181012005039/en/

CONTACT: RXMD for Combe Inc.

Greg Tenor, 646-599-8637

combe@rxmedyn.com

KEYWORD: UNITED STATES NORTH AMERICA NEW YORK

INDUSTRY KEYWORD: DEPARTMENT STORES SOCIAL MEDIA RETAIL COMMUNICATIONS COSMETICS ADVERTISING MARKETING PUBLIC RELATIONS/INVESTOR RELATIONS SPECIALTY CONSUMER MEN

SOURCE: Combe Inc.

Copyright Business Wire 2018.

PUB: 10/12/2018 02:00 PM/DISC: 10/12/2018 02:00 PM

http://www.businesswire.com/news/home/20181012005039/en

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