Clarisonic Introduces Sonic Cleansing Device For Men's 'F-ing Face'
This article was originally published in The Rose Sheet
L'Oreal brand follows outfits such as Dollar Shave Club in its direct approach to men, rationalizing the $189 investment in its new Alpha Fit sonic cleansing device as prudent "because it's your f-ing face!" Clarisonic is targeting the uniquely engineered unit to "metro- and lumber-sexual men alike" with its biggest digital ad campaign to date.
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The decision to close Clarisonic follows a €234m impairment charge recorded in 2016 and comes as L’Oreal faces tough strategic decisions in a global economy ravaged by the COVID-19 crisis.
Clarisonic announced plans in late 2016 to outsource device manufacturing and focus on innovation, and the brand figures in parent L’Oreal’s vision for a “comeback” in skin care. The newly launched Clarisonic Smart Profile Uplift system combines core cleansing technology with a specialized Firming Massage Head for benefits across 15 signs of aging, the company says.
L’Oreal brand’s videos, launching at a rate of one each week, are reminiscent of other humorous campaigns that have made waves in the men’s grooming segment, featuring wisecracking celebs, raffishly dropped f-bombs and readily digestible grooming pointers. Baxter head Nathan Puksta discusses the initiative, Baxter’s approach to the category and the brand’s plans going forward.