MANSCAPED Reframes Grooming as Social Currency in 'Face Pics' Campaign

MANSCAPED wants men to stop sending the wrong pics and start showing some face.

Together with creative agency Special U.S., the grooming brand has launched “Send Face Pics Instead,” its latest campaign challenging men to rethink what confidence looks like online.

Known for its body grooming tools, MANSCAPED is now turning its attention upward (quite literally) with a push designed to elevate men’s facial care habits and self-image.

“We’ve spent years providing men with tools for their privates. Now we’ve got something for their publics, too,” said Marcelo Kertész, CMO at MANSCAPED.

“By putting the spotlight on faces, we’re giving guys not only the tools — but the permission — to love how they look, and to send the kind of pics that actually get a response."

The campaign’s cheeky title nods to a long-running internet trope: the unsolicited nude.

Instead, MANSCAPED wants to make a cleaned-up selfie the new default.

The message ties directly into the brand’s growing line of face shavers and skin-care tools, aligning with a wider effort to evolve its brand identity beyond below-the-belt grooming.

Selfies Hit the Streets

The hero film starts with late-night texts, the kind typically linked to risqué photos.

"Since the dawn of MANSCAPED, men have overshared like peacocks too proud of their feathers," the narrator says. 

The punchline? These unsolicited messages turned out to be just really good face pics, with men using MANSCAPED to get a clean shave.

The spot now runs on platforms including YouTube, Hulu, Peacock, and Paramount+, supported by a full 360 rollout across social media and national broadcast.

Beyond the spot, the campaign is hitting streets with out-of-home activations in Austin, Brooklyn, Chicago, and San Francisco.

“MANSCAPED” is also pushing into more unconventional spaces like dating app takeovers, influencer-led content, and creator collabs to connect with younger, socially native audiences.

The campaign is also grounded in real research.

A study conducted with Kwantlen Polytechnic University and the O.R.G.A.S.M. Research Lab found that men are nine times more likely to get a response when they send a face pic instead of any other body part.

The results which are set to publish in The Journal of Sex Research are already generating buzz online and across podcasts like “Sex and Psychology” and “Pretty Basic.”

Comedian Pete Davidson even joined the conversation, joking: “Ever since I started using MANSCAPED’s new face shaver, my selfies have been stealing the spotlight.”

Sprinkling the campaign with a bit of humor, data, and clever brand positioning lets the brand push men to change what they put out into the world.

Our Take: What Happens When You Flip the Visual Cue?

What I find smart here is how MANSCAPED repositions facial grooming as an opportunity rather than just an act of hygiene.

Instead of asking men to buy a razor, they’re asking them to rethink what kind of image actually gets a reaction.

And using that cultural tension as the entry point. 

Overall, the brand wants you to take that selfie because your face is worth sending.

Earlier this year, Axe teamed up with Pete Davidson for a campaign meant to empower the short kings.