Grabbing the opportunities
Jem Fawcus
In an era when much is written and said about ‘toxic masculinity,’ getting brand communications right for men has never been more important — nor tricky.
Where there’s a challenge, there’s an opportunity — especially for cosmetics brands both tapping into, and driving, changing societal norms. (And arguably, it’s about time marketers detoxified the notion of masculinity that they peddled in the first place).
But defining, or redefining, masculinity is a minefield as Kleenex found out recently when it did away with its ‘mansize’ tissues which have been in store for 60 years.
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