He-Wax Creative Brief (v2)

OBJECTIVE:

Encourage women to take their man to the spa with them to get “he-waxed.”

TARGET AUDIENCE:

Women with boyfriends or husbands (who have more than just a little unwanted hair).

TARGET INSIGHT:

It’s no longer 30,000 BC. The Neanderthal look is out. Sure women want their man to be a man, but not a caveman.

Women want a Modern Man.

A Modern Man is a supportive bonding nurturing primary care giver. He is feeling, healing, sharing, and caring. He isn’t afraid to show affection or emotion. He exhibits confidence and is comfortable to treat women as equals. He is laid back but fashion forward.

STRATEGIC IDEA:

Evolve your man.

SUPPORT:

He-wax makes your man look and feel like a Modern Man, boosting his confidence and changing his attitude. Sometimes men need a little push (to embrace change); help your man feel like the man you know he is deep down.

He-Wax Creative Brief

OBJECTIVE:

Encourage women to take their man to the spa (Blissworld) with them to get “he-waxed.”

TARGET AUDIENCE:

Women with boyfriends or husbands (who have more than just a little unwanted hair).

STRATEGIC IDEA:

Evolve your man.

SUPPORT:

It’s no longer 30,000 BC. For the modern man, the Neanderthal look is out.

A modern man is a diversified multicultural postmodern deconstructionist. He is a supportive bonding nurturing primary care giver, who is feeling, healing, caring, and sharing. He is an alpha male on beta-blockers, laid back but fashion forward.

He-wax makes your man look, and more importantly, feel like a man of the modern millennium.