Baxter of California explores modern masculinity with gender-fluid campaign

By Lucy Tandon Copp 16-Aug-2017

Male grooming brand releases #LifeLivedTrue campaign comprising a series of raw real-life portraits including one of a female barber

Women’s cosmetics brands have taken the lead with inclusive advertising this year, with the likes of L’Oréal, CoverGirl and Barry M all launching campaigns featuring male ambassadors.

While men’s brands have been slower on the uptake, some have been responding to the popularity of these campaigns by launching their own versions of inclusive ads.

But few have gone as far as LA-based male grooming brand Baxter of California, which has debuted a new campaign exploring modern masculinity – starring a woman.


The brand has released a series of striking portraits for its new #LifeLivedTrue campaign, which showcases how each individual lives their lives true to them.

The brand’s own female barber Chang, who works at the Baxter Finley Barbershop, is photographed alongside a fencing professional and surf instructor, all said to embody the authentic spirit of California culture in a gender-agnostic, non-binary way.


Baxter of California’s Global General Manager, Yann Joffredo, said: “Life Lived True is about being honest with yourself, embracing your imperfections, and not being afraid to showcase who you are as you experience life.

“This campaign aims to show our consumers that we will never be a brand that wants to dictate who they should be or how they should live their lives. Baxter of California wants to be a partner on your journey, empowering you to make your unique mark on the world by living freely and authentically.”

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