This article was originally published in the Male Grooming Trend Report. Receive your copy here
Mike Tyson’s new role as the face of male grooming brand Dr. Squatch, makes the boxing legend the latest in a line of tough guys to spread the message that men can embrace self care, and with it, their ‘sensitive’ side.
Dwayne ‘The Rock’ Johnson and LeBron James led the way last year with their respective skin care launches Papatui and The Shop.
Dr Squatch’s campaign, set in a boxing ring- turn-spa, shows how ‘Iron Mike’ transforms into ‘Moisture Mike’ as Tyson knocks out dryness with the brand’s Total Moisture bar soaps.
While it’s designed to be humorous, it reflects how the wider cultural conversation around masculinity has changed, and how male grooming brands continue to play a role in that today – despite an increasingly complex picture that is emerging around traditional versus progressive masculinity.
Challenging stereotypes
It is true that there is clear and continued shift among brands to resonate emotionally with men, in line with evolving sensibilities.
Global creative agency VML notes that when Gillette launched Gillette Labs, it recruited British singer Tom Grennan to re-record its iconic jingle ‘The Best a Man Can Get’ with new lyrics and a video showing men as fathers, carers and nurturers.
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