May 23, 2022
I was approached by an entrepreneur in New York who wanted help with a new grooming product: luxury body wash for men.
He had already named his brand and needed extensive brand copy, including investor decks. He wanted attention-grabbing, sensuous and somewhat cheeky boilerplate and marketing copy for his male target audience, with gay men as a priority customer persona.
I decided we should veer towards unapologetically masculine (though not at all toxic) and came up with a new tagline for launch: Masculinity is not a dirty word.