Men’s Grooming Product Hits New York City Streets
If you are a guy who loves the grungy look, stay off the streets of New York City today. The “Men’s Den,” a wrapped tricked-out truck, will be prowling the streets searching for guys to lure in for a quick dose of grooming.
The stunt is part of an integrated campaign for MensGroom, a new upscale line of 16 hair, face and body grooming products for men ranging from scalp treatments to body scrubs. Traveling with the mobile unit is a street team of pretty young women—dressed in zip-up track suits and bath robes—who will encourage guys to step inside to learn about the products and receive samples. A stylist will offer grooming tips. The truck will be on the road through Nov. 3, traveling also to Boston and Philadelphia.
“We wanted to talk to guys when and where they will be,” said Cora Brady, managing director, BrainStorm Group, Toronto, which handles the campaign. “Being on the street we’re going to get a lot of attention.”
Last Wednesday, 50 women marched from Macy’s to Bergdorf Goodman’s to Grand Central Station in New York City to protest men’s poor grooming habits. The team carried “picket signs” that read: “no more comb-overs” and “one bar of soap is not enough.” Along the way, they passed out samples and a brochure about the products.
The campaign, launched with a $350,000 budget, features elements that all carry the tag line: “Simple products for simple creatures: Men.”
Two comedy performances by Ben Baily, the star of Discovery Channel’s Cash Cab, were also held Wednesday to kick off the launch. Baily developed new material for the shows around men’s grooming and purchasing grooming products. One event was held for media and buyers, while a second, invitation only VIP party for consumers began at 9 p.m.
A dedicated Web site, Mens-Groom.com supports. The line sells for between $20 to $45 at retail.
This was the first work BrainStorm Group, Toronto, debuted for client Professional Hair Care Products, Inc.
