MANSCAPED Sells Its $119.99 Ball Trimmer Like an Italian Sports Car

MANSCAPED wants trimming your groin to feel like buying an Italian sports car.

The grooming brand launched The Lawn Mower Ultra Gen 6, the most advanced version of its flagship trimmer.

The $119.99 device has a metal chassis, interchangeable SkinSafe blade heads, a color display, and a 100-minute runtime.

And its 360 campaign copies the visual language of luxury car and high-end tech advertising to sell the engineering.

MANSCAPED developed the work in-house under executive creative director Scott Kaplan.

Production company Madre ran the shoot with Iain Mackenzie directing.

"We think of The Lawn Mower Ultra Gen 6 as the Italian sports car of ball trimmers," Kaplan said in a press release.

"It has the sophisticated design and technology you'd expect from a luxury car or high-tech gadget, except it's designed to shave your balls.

That high/low tension is the crux of this campaign," he added.

Meanwhile, Mackenzie shared that he wanted a cinematic lift in a spot that did not take itself too seriously without being crass.

Two 30-second hero films are running now, with a third arriving next month.

The campaign also covers OOH installations in New York City and Chicago, influencer integrations, social content, and digital assets.

Pricing a groin trimmer at $119.99 takes a cheeky brand archetype that can hold a straight face and deliver the punchline at the same time.

And this is what MANSCAPED has been all about since its launch in 2016. 

Luxury Innovation With a Punchline

The two hero films open with an authority claim and then undercut it with a groin joke.

In "Fire," a voiceover walks through the discovery that fueled humanity, calling it the single most important invention for all mankind.

Flames fill the screen, and the tone is pure documentary.

Then we see a man in a red robe asking whether fire can shave your groin to within an eighth of an inch.

"Because this can," the actor says, cutting to The Lawn Mower Ultra Gen 6.

The spot closes on the campaign line, "The greatest invention known to man's balls."

"Chef's Kiss" runs the same trick with luxury design as the theme.

We see a team of "top Italian car designers" hunched over a working table with sketches of dual-tone spotlights and a premium alloy chassis.

The voiceover credits them with engineering all of it "for a bold trimmer." 

A man in a shirt and no pants then rises from the floor on a platform, staged like a car reveal.

And of course, he's shaving his groin as he comes up.

The designers crowd around and inspect the work like judges at an auto show, delivering a chef's kiss to his groin, much to his surprise.

The platform lowers him back down, and the spot closes on the Gen 6 and the same tagline.

A third film, "What If," arrives next month, and puts a man in a premium design studio, walking us through the trimmer's features.

Both spots out now follow the same setup. They say something serious about innovative engineering, then aim it at the groin.

A brand voice becomes a format once you can swap out the setup and keep the punchline in the same place.

The Case for a $119.99 Trimmer

Persistence Market Research values the global men's grooming market at $322.3 billion in 2026, reaching $507.5 billion by 2033 at a 6.7% CAGR.

The same report cites NIQ data from 2025 showing that 60% of U.S. men buy grooming products to maintain their appearance.

Another 40% consider premium brands worth the price.

MANSCAPED priced the Gen 6 at $119.99 for the four in 10 men who already accept a premium.

And the witty films are designed to convince the other six.

It also helps that the Gen 6 actually has a metal chassis and a color display to show off, giving the premium positioning something real to stand on.

MANSCAPED's approach points to three plays that any premium-priced brand can run:

• Borrow codes from a pricier category. Production values lifted from high-end tech make an unfamiliar price come across as real engineering.
• Build a joke you can run multiple times. A repeatable format costs less to produce and gets recognized faster than a new idea every quarter.
• Point the camera at real hardware. Premium claims need a physical detail on screen, otherwise the ad asks for trust that the product can't back.

Charging more is a claim in itself, and the brand messaging has to answer for it before anyone even considers buying it.

Our Take: Is MANSCAPED's Product Writing the Ads?

The joke has always been the whole point at MANSCAPED, because nobody was going to say "ball trimmer" out loud without one.

We think the product is already doing most of the writing here, and honestly, that's a good problem to have.

A sparkling water brand like Liquid Death has to manufacture its own attention-grabbing personality before anyone will look twice.

MANSCAPED just has to say "premium alloy chassis" with a straight face, and the rest takes care of itself.

It put male genitalia on screen as two little guys in "The Boys."

Then came "Send Face Pics Instead," which told men to stop sending nudes and had a university study to prove that face pics get nine times more responses.

It also got a grooming joke onto the Super Bowl, which is not a place that has ever been friendly to this category.

And we believe that its next work will test something even less sayable, because the products keep giving MANSCAPED the room to try.

Need a campaign that can sell an awkward product without flinching? Find your match among these top creative agencies in our directory.