Just You

THE CHALLENGE:
Transform Just For Men, a 30-year-old, problem-solution, drugstore product that had become an American punch line into a modern men’s grooming authority.

WHAT GUYS TOLD US:
Men seek grooming solutions they perceive as providing them access to success and desirability.

They are not seeking dramatic transformation. What motivates them is the desire to be authentically who they actually are and not a hyped-up, unattainable version of a celebrity icon. They want to look and feel like the best version… of themselves.

THE CAMPAIGN:
Just You & The Look You Want

THE RESULTS:
Category (men’s gray care) penetration increase - from 9% to 14% (JFM “owns” the category with a 94% share) | Sustained brand lift of 4.8% | Brand health measures - 38% improvement | Earned Media = 350MM+ impressions (2016)