Manscaped is best known for its below-the-waist grooming products. But with its latest campaign, “Send Face Pics Instead,” the groin specialists are moving onward and upward into the face category—the next step in its brand evolution.

The campaign’s hero spot cheekily recounts the long history of men “oversharing” unsolicited photos, urging them to replace those unwanted texts with pics of freshly-groomed faces shaped by the brand’s latest beard trimming products.

To back up what many have long suspected—that face pics would be more appreciated by women within the digital dating world—Manscaped commissioned an actual study with Kwantlen Polytechnic University and the O.R.G.A.S.M Research Lab (O-Lab) to examine varying digital flirting preferences among genders. The study found that while 51% of men have sent unsolicited photos, just 4% of women respond positively. And men are nine times more likely to get a response when they send a face pic versus any other body part.

The study's authors are making multiple podcast appearances to get the word out, while bi-coastal OOH installations, creator and influencer content, and a Tinder app takeover will round out the marketing plan. We spoke with Manscaped CMO Marcelo Kertész about the campaign inspiration, brand evolution, target market, strategic use of humor and his approach to creator-led content.

Among the 400 senior marketing executives surveyed in a new report on B2B content marketing from 10Fold Communications, 91% said they’re producing more content this year than in 2024—and not just a little more. While 25% are creating twice as much content as last year, 46% said they’re producing three to five times more. Here’s how marketers are managing the increased demand.

Lastly, the historic marketing funnel, which treats buyers as leads to be captured, no longer reflects modern B2B buying behavior, according to CM columnist Abdul Rastagar, co-founder of Sirona Marketing. He offers up a new model—the buyer-aligned credibility ladder—in its stead.

Until next week,