PROJECT GOAL
#NoRoughDays is a year-long campaign marking SheaMoisture Men's entry into the shaving category. Aiming to disrupt the market, the campaign tackles a common issue faced by many men of color: razor bumps. #NoRoughDays boldly declares its unique selling proposition— SheaMoisture Men's shaving products prevent razor bumps and promote healthy, smooth skin.
But #NoRoughDays is more than a product benefit; it's a mindset. The campaign uses this double entendre to convey both the absence of skin irritation and a positive, resilient attitude towards life's challenges.
THE APPROACH
To bring this campaign to life, we adopted a multi-pronged approach:
Nostalgic Short Film: Inspired by classic 90s films like "The Wood" and "The Best Man," we created a mini-movie that evokes feelings of nostalgia and brotherhood. This narrative approach captures the essence of male camaraderie and the importance of self-care rituals.
Elevated Visuals: Departing from previous product photography, we opted for a muted color palette, conveying a sense of accessible luxury and sophistication.
Docuseries: To further explore the theme of "No Rough Days," we created a docuseries following four men from diverse backgrounds and careers across the country. Through their stories, we delve into what constitutes a "good day" and how self-care contributes to overall well-being.
With its focus on product efficacy, positive affirmations, and authentic storytelling, #NoRoughDays aims to resonate with Black men seeking a superior shaving experience and a brand that understands their needs and aspirations.
TARGET AUDIENCE
Black men who suffer from razor bumps, particularly those in college and fraternities, as well as the women in their lives (sisters, girlfriends, wives) who influence their purchasing decisions